Energy Drink Design Brief

Marcus Brooke & James White

S3854298 S3854853

Victoria University

IntroductionThe 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 qualities

Bold design Strong looking Unique Appealing and fresh Look different to other energy drinks Text is easy to read Colours and design will be relative to the name and purpose

of 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:

Cool Unique Distinct Bold Clear Concise Relevant

Target 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 all.

Competitors All the energy drinks below are the most popular in the world today, and are our main rivals in the energy drink market.

Red Bull V Mother Monster Rockstar

Red Bull Strengths

Created in 1987, Austrian owned and is arguably the most popular energy drink in the world today

Very 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”

Weaknesses

Red 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.

VStrengths

Australian & New Zealand owned, making V more relatable to Australians

Has eight different types of flavours available, offering a wide variety of choice and catering for lots of different people with different tastes

Available in six varieties, including a V energy shot known a ‘pocket rocket’, again lots of selection and range regarding choice

Weaknesses

The 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 shots

MotherStrengths

Manufactured by Coca Cola, biggest beverageproducer in the world

Australian & New Zealand owned, making Mother more relatable to Australians

Excellent marketing ability, new advertisement is creative and articulate, features world snooker champion Neil Robertson

Weaknesses

With all energy drinks, concerns over side effects and health drinks referring to the consumption of Mother

MonsterStrengths

Strong sponsoring position, mostly motorbike and car racing sponsoring

Articulate and unique logo design

Weaknesses

Studies & statistics show it is the worst tasting energy drink out of the main lot

Can be viewed as a clone of Mother, due to its similar name and black can design

Not advertised as much in the media as other major energy drinks

RockstarStrengths

Available in 14 different flavours, in over 20 different countriesMost flavours available out of all the major energy drinks

Very popular in America, one of the largest continents in the world

Weaknesses

Highest sugar content compared to other energy drinks (65.3 grams of sugar in a standard can)

Causes various side effects if consumed excessively

ConclusionOur 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: