Energy Drink Package Design – Amber Rose Dalton

Introduction

This development blog aims to develop packaging for the energy drink ZEST. The packaging must compliment the logo, whilst communicating the overall goal of the drink and its nutritional information. The packaging must cater towards the target audience of over 60s. Therefore, it is important to factor in the manufacturing design of the bottle or can. Ensuring it is easy to open and accessible for those who may suffer from rheumatic diseases such as arthritis. Reviewing the mind map from the first development blog it was noted that design inspiration could be taken from subcultures from the target audiences youth. This design choice will expectantly create happy nostalgic feelings, motivating the consumer to purchase the product.

Secondary Research

Figure 1 – 1960s Mod subculture research inspiration. (See link below)

Figure 2 – 1970s Punk subculture research inspiration. (See link below)

Figure 3 – 1980s New Romantics subculture research inspiration. (See link below)

Figure 4 – Vintage CocaCola advert showing packaging design. (See link below)

Figure 5 – Vintage Lucozade advert showing packaging design. (See link below)

Figure 6 – Vintage Pepsi advert showing packaging design. (See link below)

Figure 7 – Vintage canned drink design inspiration. (See link below)

Figure 8 – Vintage Lucozade packaging design inspiration. (See link below)

The above research explores three different subcultures, Mod, Punk, and New Romantics. These subcultures were of heavy influence throughout the target audiences’ youth. Design inspiration has been influenced by the colours and patterns seen throughout the above designs. The retro advertisements and images above show valuable examples of previous packaging designs from large and influential brands, that have inspired the final design for ZEST. Taking inspiration from the above designs, stripes will be incorporated into the final design.

As discussed, the manufacturing of the ZEST packaging must be considered to ensure accessibility is accounted for. As featured above cans and glass bottles have been favoured packaging for soft drinks for decades, looking into the advantages and disadvantages of these packaging designs will clarify which one is right for the target audience.

When choosing the correct packaging it is important to consider, portability, freshness, accessibility, and durability. Furthermore, the portability of a can is much more stress-free than carrying around a glass bottle. The first reason being it may smash and the second being it may be too heavy for over 60s to carry around all day. A can will keep the energy drink fresher for longer as sunlight cannot penetrate the packaging, making it warm and damaging the overall flavour of the drink. Although, when considering accessibility, a bottle may be a more conscious choice when thinking about the symptoms of rheumatic disease. A bottle may be easier to open and gives the consumer the choice to not finish the whole drink in one sitting. Finally thinking about durability, a can is the superior choice between the two as it is easy to carry around and will not smash when dropped. In conclusion, a can will be the chosen packaging for ZEST.

Design Development

Figure 9 – Initial packaging design for zest, outlining the composition of assets.

Figure 10 – First packaging development inspired by 1960s mod subculture. Flavours Orange and Mango and Apple and Elderflower.

Figure 11 – First packaging development inspired by 1960s mod subculture. Flavours Fresh Raspberry and Lemon and Lime.

Figure 12 – Developing the first design, changing the colour of the nutrition label to match the overall can design, helped bring the can together. (Orange and Mango and Apple and Elderflower).

Figure 13 – Developing the first design, changing the colour of the nutrition label to match the overall can design, helped bring the can together. (Fresh Raspberry and Lemon and Lime).

Figure 14 – Adding a slogan to the packaging to explain more about the drink and its goal. Adding the slogan also communicates to the consumer that the product is an energy drink. (Orand and Mango and Apple and Elderflower).

Figure 15 – Adding a slogan to the packaging to explain more about the drink and its goal. Adding the slogan also communicates to the consumer that the product is an energy drink. (Fresh Raspberry and Lemon and Lime).

Figure 16 – Further developing the packaging, and changing the colour of the text on the nutrition label to match the rest of the can, this ties the whole design together. The black text was too harsh and overpowered the rest of the design. (Orange and Mango and Apple and Elderflower).

Figure 17 – Further developing the packaging, and changing the colour of the text on the nutrition label to match the rest of the can, this ties the whole design together. The black text was too harsh and overpowered the rest of the design. (Fresh Raspberry and Lemon and Lime).

Final Packaging Design

I decided to take design inspiration from the Mod subculture as the research presented a more uplifting and energising colour palette compared to Punk and New Romantics. The final refinements made to the energy drink packaging included reversing the colours of the icons on the back of the Orange and Mango and Lemon and Lime cans so that the stipe orientations all match. I also adjusted the nutrition label slightly by adding more information, including where the drink would be made and potential warnings. The final adjustment was adding a white background to the barcode to ensure it would be readable when scanned.

Figure 18 – Final refined ZEST packaging for the flavours Orange and Mango and Apple and Elderflower.

Figure 19 – Final refined ZEST packaging for the flavours Fresh Raspberry and Lemon and Lime.

Adobe Dimensions

Figure 22 – Exploring adobe dimensions with final packaging design, changing the opacity of condensation to form a different outcome.

Substance Stager

Figure 24 – Figuring out how to wrap the whole can in ZEST packaging design and figuring out camera angles.

Figure 25 – Trying out different perspectives in Substance Stager to ensure the can is fully covered by the ZEST design.

Rejected Designs

Figure 26 – Initial packaging design that was too basic and didn’t communicate the research of subcultures or the fact that the drink is an energy drink.

Figure 27 – Initial packaging design that was too basic and didn’t communicate the research of subcultures or the fact that the drink is an energy drink.

References

Figure 1 – T. et al. (2021) 100 vintage 1960s supermarkets & Old-Fashioned Grocery Stores, Click Americana. Available at: https://clickamericana.com/topics/food-drink/vintage-1960s-supermarkets-old-fashioned-grocery-stores (Accessed: March 17, 2023).

Figure 2 –New upload: Chris Parker: 80s punk fashion, punk, punk outfits (2023) Pinterest. Available at: https://www.pinterest.co.uk/pin/698339485993586871/ (Accessed: March 17, 2023).

Figure 3 – Boy George Illuminati masonic checkerboard: Stile gypsy, Punk, Moda Uomo (2023) Pinterest. Available at: https://www.pinterest.co.uk/pin/698339485993586880/ (Accessed: March 17, 2023).

Figure 4 – R/vintageads – coca-cola AD (1960’s) (no date) reddit. Available at: https://www.reddit.com/r/vintageads/comments/dua4bj/cocacola_ad_1960s/ (Accessed: March 17, 2023).

Figure 5 – Baker, R. (2015) Nineteen Classic Vintage Lucozade ads from the 1950s, Flashbak. Available at: https://flashbak.com/nineteen-classic-vintage-lucozade-ads-from-the-1950s-41029/ (Accessed: March 17, 2023).

Figure 6 – Noticias de marketing, Publicidad y marcas (2023) Marketing Directo. Available at: https://www.marketingdirecto.com/ (Accessed: March 17, 2023).

Figure 7 – Fuckyeahvintage-Retro (2011) Fuckyeahvintage-Retro, Tumblr. Available at: https://fuckyeahvintage-retro.tumblr.com/post/11881478403/soda-cans-produced-between-1950s-1970s (Accessed: March 17, 2023).

Figure 8 – Log into Facebook (no date) Facebook. Available at: https://www.facebook.com/dailyfeed70snostalgia/photos/when-lucozade-came-in-bottles-like-this/1272681579597053/?_rdr (Accessed: March 17, 2023).