Organic Energy Drinks

This exercise required us to develop a concept for an affordable, organic energy drink for well-off twenty-somethings.  I began by developing ideas through the process of brain mapping.  This process creates a hierarchical brainstorming diagram.  As I do not always know which ideas will end up as main themes or dead ends, I found this process inefficient and unhelpful.  While it may well serve as a good method of organizing ideas already recorded through simple brainstorming, it does not work for me as an initial idea recording scheme.

Following the brain mapping exercise, we developed thumbnail sketches of packaging designs.  I tried not to limit my concepts by practicality or cost.  While these out of bounds ideas cannot actually be produced, they do help me to generate ideas that can be scaled down or adapted into feasible packaging.

 I took three of these ideas and scaled them up for more detailed sketches.  While these ideas need further refinement and exploration, I created three products: PURE energy, EVERGREEN ENERGY, and element.

PURE energy plays the idea of the guilty pleasure associated with the flask against the idea of the purity of an organic product.  Energy drinks, like alcohol, sometimes have a stigma built into them.  There are questions of health and wholesomeness associated with both.  This packaging touches on the rebellious nature of these young adults that continues from their youth mixed with new ideas of sensibility that they are beginning to discover.  The tag line of, "Need a kick? Don't worry, it's ORGANIC."  allows the consumer the hint of rebellion with the safety net of a pure, organic product.

The container will be produced out of stamped aluminum, allowing a cost effective packaging that still provides an impactful design.  It will have a screw top.  The labeling will be screened on in white with the remaining container bare aluminum.

EVERGREEN ENERGY focuses on the idea of a natural product that provides a long-lasting boost of energy.  With a bottle designed in the shape of a tree, consumers think of clean, pure nature.

The product will be bottled in injection molded, green plastic bottles.  This packaging is distinctive and still economical to produce.

element is a trendy, singly named product.  There is not necessarily a large push stating the organic nature of the product in the title.  It is hinted at with the notion of an elemental, simplicity to the product's design and branding.  The full purity of the energy drink's organic nature will be stated in the copy of advertising, but the main thrust of the design is a cool factor.  Those consumers in the know will be aware of the organic nature of the product, creating an elite image and word of mouth within the community.

The product will be packaged in tall glass cylindrical bottles, allowing the bottle a high quality feel.  Recycling and the idea of green packaging will be a part of the elite image of the product.