Energy Drink
Design Brief
Marcus Brooke & James White
S3854298
Victoria University
S3854853
Introduction
The 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 & Goals
Our objective is to make sure the energy drink design we create will possess the following
qualities
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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:
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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.
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Red Bull
V
Mother
Monster
Rockstar
Red Bull
Strengths
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Created in 1987, Austrian owned and is
arguably the most popular energy drink in
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”
the
Weaknesses
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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.
V
Strengths
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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
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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
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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 be
allowed to buy the energy shots
Mother
Strengths
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Manufactured by Coca Cola, biggest
beverage
producer 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
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With all energy drinks, concerns over side effects
and health drinks referring to the consumption of Mother
Monster
Strengths
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Strong sponsoring position, mostly
motorbike and car racing sponsoring
Articulate and unique logo design
Weaknesses
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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
Rockstar
Strengths
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Available in 14 different flavours, in over 20
different countries
Most flavours available out of all the major
energy drinks
Very popular in America, one of the largest
continents in the world
Weaknesses
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Highest sugar content compared to other
energy drinks (65.3 grams of sugar in a standard can)
Causes various side effects if consumed excessively
Conclusion
Our 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 Ideas
Here are a few of the designs that we have come up with and will be refining for the final product: