Energy Drink Design Brief
Victoria University Energy Drink Design BriefMarcus Brooke & James White S3854298 S3854853IntroductionThe energy drink design which will be created will be produced by Marcus Brooke and James White. We are currently both students at Victoria University at Footscray Park studying a Bachelor of Interactive Media. As part of our International Design class with relation to our studies and assessment, we have been hired by a soda company to create the packaging for an affordable energy drink.Design Strategy & GoalsOur objective is to make sure the energy drink design we create will possess the following qualitiesBold designStrong lookingUniqueAppealing and freshLook different to other energy drinksText is easy to readColours and design will be relative to the name and purposeof the energy drink.Key Message The main objective for our energy drink packaging design is to visually support the strategy of providing potential consumers with an eye catching but relevant design that will get people to buy the energy drink. Themes / Keywords The following themes and keywords represent a target sensibility for the design of the packaging:CoolUniqueDistinctBoldClearConciseRelevantTarget Audience The main target market for our energy drink design will be males and females aged between 16-25. Judging on my research and other various data this age range is the most popular concerning the purchase and consumption of energy drinks, where as people which are older prefer drinking tea, coffee or other alternatives to not even drinking anything remotely related at petitors All the energy drinks below are the most popular in the world today, and are our main rivals in the energy drink market.Red BullVMotherMonsterRockstarRed Bull 348615018415StrengthsCreated in 1987, Austrian owned and is arguably the most popular energy drink in the world todayVery strong advertising and sponsorship share(Red Bull Racing team, New York Red Bulls American soccer team, Red Bull Air Race) Powerful and aggressive marketing position, internationally recognised.Excellent and easily recognisable slogan: “Red Bull gives you wings” WeaknessesRed Bull has come under criticism concerning possible health risks over the consumption of Red Bull and the amount of taurine in the drink, which some studies show can have adverse cardiovascular effects on the person drinking Red Bull.Briefly banned in France, Norway and Denmark, bans have since been lifted.3524250394970VStrengthsAustralian & New Zealand owned, making V more relatable to AustraliansHas eight different types of flavours available, offering a wide variety of choice and catering for lots of different people with different tastesAvailable in six varieties, including a V energy shot known a ‘pocket rocket’, again lots of selection and range regarding choiceWeaknessesThe V energy shots aren’t recommended to people under 16 years of age,limiting the potential market share for V slightly as minors will not beallowed to buy the energy shotsMother3390900408305StrengthsManufactured by Coca Cola, biggest beverageproducer in the worldAustralian & New Zealand owned, making Mother more relatable to AustraliansExcellent marketing ability, new advertisement is creative and articulate, features world snooker champion Neil RobertsonWeaknessesWith all energy drinks, concerns over side effects and health drinks referring to the consumption of MotherMonster3303270222885StrengthsStrong sponsoring position, mostly motorbike and car racing sponsoringArticulate and unique logo designWeaknessesStudies & statistics show it is the worst tasting energy drink out of the main lotCan be viewed as a clone of Mother, due to its similar name and black can designNot advertised as much in the media as other major energy drinksRockstar3552825176530StrengthsAvailable in 14 different flavours, in over 20 different countriesMost flavours available out of all the major energy drinksVery popular in America, one of the largest continents in the worldWeaknessesHighest sugar content compared to other energy drinks (65.3?grams of sugar in a standard can)Causes various side effects if consumed excessivelyConclusionOur energy drink design will be unique and will stand out from the rest of the energy drinks on the market. We will be using the Adobe Creative Suite to create the design. Along with the formulation of our ideas, we endeavour to produce an excellent quality design which will rival our competitors and attract and encourage consumers to try our energy drink.Design IdeasHere are a few of the designs that we have come up with and will be refining for the final product: ................
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