Background
How do you create a campaign for a beverage brand that can speak to both athletes and kids, energy drinkers and health enthusiasts?
After designing a beverage company, Cosmic, I was able to choose different consumers and produce unique brand prototypes to target the appropriate audience. These concepts are communicated through the use of language, illustration, and imagery. By focusing in on one brand in different ways, I was able to work out the fine details and understand how a brand can pivot it’s design expressions for each customer type.
Set 1: Marketing with humor
This set utilizes humor and wit in its copywriting to appeal to the teenage demographic. Today's youth are known for their love of irreverent humor and unconventional marketing tactics. This highlights the brand's edgy and bold personality. Through this campaign, the energy drink hopes to establish itself as a leading player in the highly competitive energy drink market while connecting with a younger generation in a way that feels authentic and engaging.
Set 2: Marketing with health
If Cosmic was a drink for sporty kids, I would want to create a brand that makes them feel more energetic and excited to go out and play. By incorporating bright colors and cartoon-like visuals into the design, I aimed to create a fun and energetic vibe that would appeal to young audiences.
The brand's sporty and active personality is highlighted through a dynamic gradient design that conveys the idea of "squeezing" physical activity into a drink. This visual message is simple yet impactful, as it effectively communicates the drink's functional benefits while also capturing the attention of kids who are drawn to fun and engaging visuals.
Overall, the use of bright colors and sporty imagery helps to establish the brand's identity as a playful, energetic, and active product that appeals to the preferences of young consumers.
Set 3: Marketing with goals
If Cosmic was a drink for adventurous athletes, I would want to create a brand that inspires them to continue doing what they love. I noticed there are a lot of circles in many sports, so this campaign is effective in that it can be used countless times in countless scenarios.