The task was to create a brand ID for a product so that it can be advertised through different methods and be effective on selected target audiences. The product in question was a natural energy drink which due to a broad market required specialist designing so that advertisement was persuasive and informative. One of the targets was to find different ways of branding the product so that it could appeal to people with health awareness, who need an energy boost throughout their day. Therefore, the designing process required examination of how different advertising techniques affected different consumers. Factors such as gender and age were considered, for example.
What was vital in establishing first was the theme of ‘natural energy’, in which the product prides itself upon. Therefore, highlighting the way the product gives the consumer energy – through naturally occurring vitamins and minerals – was essential when designing the whole brand.
The brand ID had to work off the consumer as much as the company advertised itself. In simpler terms the consumer had to be comfortable holding a can, for example, of the product without feeling uncomfortable that the brand was not suitable for them.