Summary
This project was developed in collaboration with Liz and Barbara Collyer, with the challenge of creating an energy drink that stands out from the competition—natural, healthful, and truly unique. To achieve this, we had to think creatively and break away from conventional industry practices.
Programs Used
Adobe Photoshop & Illustrator.
Research & Approach
Gathering information about the industry's demographics, market sectors, consumer wants and needs, and the strong competition is the first step in this project's implementation. This would assist us in deciding on the project's course and in determining the standard procedures that will enable us to differentiate ourselves.This would help us how we choose the direction of the project while also identifying the common practices for us to help to stand out.
Focus & Positioning
Following extensive and careful studies, we have decided to target the product towards established and driven professionals who are too preoccupied with their daily responsibilities as well as those who want to sample energy drinks but are apprehensive about the drinks' potentially harmful ingredients.
We positioned our product to be the pioneers of a healthy alternative in the market. Giving the consumers a healthier choice while also establishing a more natural way to energizing without the crash that's common in most sugary drinks.
Design Direction & Choice
We have chosen to make the product highly lavish based on the pricey ingredients that are utilized in the drink in order to differentiate the brand from the competitors. Our first concerns with this approach are that most customers will be put off by the price and wonder if there is a better option available for the money. After careful examining the market again and our target audience as well as the project's main agenda, we made the decision to go with this direction of our project.
Colour Palette
In contrast to the generic colours seen in the market, we have selected luxurious and rich colours that are also associated with different fruit flavours. This conveys to the customers that the drink is natural and healthful while also emphasizing the product's exceptional quality.
Typography
the logo having A handwritten, casual style evokes an inviting yet luxurious mood, with Bernhard Gothic heavy bringing bold, opulent energy to the headline, while Bernhard Gothic medium complements it with a more relaxed feel that draws attention to the product’s genuine charm.
The Name & Logo
The word "Ambrosia," which refers to a cuisine that is only consumed by Greek gods, served as our inspiration. However, we have given it the Hindu name of it "Amrita" to give it a more exotic and opulent vibe. With this information, we have chosen a logo that honours Lady Vishnu, the goddess of preservation. This aligns the name with the logo and our mission to help customers maintain health and boost energy naturally.
Final Design & Implementation
Design Rationale
a gradient background is utilized to highlight the primary colours of the brand, which are used to symbolize the sun, one of the primary sources of natural energy, because the logo is already rather complex. We tried to leave out any unnecessary elements and used the logo with the sun behind it as the main source of focus for our design.
Target Appeal
The goal is to offer both current and new energy drink consumers a refreshing alternative to the overly sugary options that dominate the market. Our brand stands out by using vibrant, fruity colours that reflect the natural flavours inside—visually reinforcing our commitment to health and authenticity. This bold and playful approach not only sets us apart from typical energy drinks but also signals the product's unique value. In doing so, we also bring attention to its price point, positioning it as a premium yet approachable choice for those seeking a healthier boost.
Label Design
The labels are arranged in a way that complements the product's theme and makes reading it easier. In addition to providing a brief overview of our brand's objective and vision, items such as nutrition statistics, ingredients, and certification are provided to establish trust with the audience.
Advertisement
With each drink, we want our consumers to feel a perfect balance between enjoyment and wellness, embracing a vibrancy that mirrors your modern lifestyle. Our goal is to help you grow with confidence and grace, turning every moment into a celebration of both prosperity and health. The ads are placed in busy public transportation stops since the majority of our consumers are mostly found in the area, directly communicating them with the product.
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