Packaging for the Natural Energy Drink

This project was undertaken with the objective of designing the packaging for a new energy drink. The client, known for health-focused beverages, wanted a unique can design to enter the energy drink industry, attract health-conscious consumers, and change perceptions about energy drinks.

I have successfully accomplished the client's brief by presenting the end-design: the packaging highlights its status as a healthier alternative, grabs attention, generates positive emotions, and differentiates itself from competitors.

This result was achieved by incorporating four essential components in the packaging that effectively convey the brand's identity and purpose. These components prominently highlight the absence of taurine, preservatives, or sugars in the beverage. Additionally, the packaging emphasizes that the drink is natural, vegan-friendly, and gluten-free. Most notably, it promotes the drink's health benefits and low calorie content, providing statement of an energy boost for overall well-being.

Finally, the packaging serves as a means of communicating the brand's message through the use of image, typography and colours. Energetic shades of cyan, pink, and purple were chosen as the primary colors, while dark green (symbolizing nature) and refreshing orange (symbolizing health) were added to create a visually appealing and minimalist landscape that captures the customer's attention. This imagery ensures that the drink is easily identifiable on store shelves and is tailored to the UK market, while also meeting the requirements for energy drinks in the broader EU market.

Original fonts were also chosen with intention to attract health-conscious younger target market and create sense of modernism.