Conceptual Energy Drink Brand Logo

Introduction

This development blog aims to develop a conceptual logo design for the new energy drink brand ZEST. Achieving a logo that signifies vitality and captivates individuals over the age of 60 will positively fulfil a gap in the already existing energy drink market. ZEST aims to encourage individuals who may suffer from age-related health issues such as Rheumatic disease that restricts movement and dampens everyday activities to relish in revitalised energy. Researching current brands and analysing their overall message helps to accomplish this goal.

Brand Research
Figure 1: Energy drink logos under examination. (see references below)

The verdict regarding existing logo designs encapsulates the lack of mature design.

Most energy drink logos are aimed at the younger generation of fitness fanatics. This is proven by the overall message some of the above products convey. Powerful, youthful designs are utilised to sell the idea of the pure energy and endurance that comes with the consumption of these drinks.

However, the lack of consideration for the older generation is magnified by the fact that there’s little evidence of energy drinks specifically designed for people over 60. Nutricia and Ensure are complete nutritional drinks for people who may have deficiencies or medical issues regarding the absorption of vital nutrients and are the closest thing to a mature energy drink. The logos appear sterile and medical, clearly signifying to others that individuals who drink these energy drinks may suffer from health issues. Through branding, ZEST aims to abolish this connection and inspire and revitalise individuals, regardless of health issues and without displaying 60+.

It is important to consider that the target audience may not be looking for a pre-workout buzz but more of a steady release of consistent energy throughout their day. 

Design Development

ZEST is the chosen brand name and represents a great energy and enthusiasm for life. Therefore, fitting with the brands primary goal of inspiring those over 60 to relish in revitalised energy.

Figure 2 – The mind map above shows initial thoughts and ideas surrounding the target audience. Taking inspiration from these ideas, the main goals for the logo were established.
Figure 3 – Initial sketches designing the logo for ZEST.
Figure 4 – Developing sketches for the ZEST logo.

The first step taken to establish the final logo design involved sketching any initial ideas that came to mind when thinking about the word zest and its meaning. After sketching, I imported the best design into Adobe Illustrator and began manipulating it until I achieved a smooth and professional design. Manipulating the design in this way ensured for an original outcome.

Figure 5 – Developing ZEST sketches into potential logos on Illustrator.

After developing the original branding for ZEST, I experimented with colour and outlines to ensure the logo popped. The colour orange was chosen to represent the orange and mango flavour of the energy drink. The logo and icons will change colour to represent different flavours of the drink.

Figure 6 – Developing the final logo design for ZEST.

Incorporating an orange into the design was intentional, this design choice conceptualises the overall logo. Representing a sunrise and the zest of an orange. The subtle sunrise reference expresses new beginnings to the consumer and the dripping orange refers to the freshness of the overall product.

Figure 7 – Developing the final logo design for ZEST with orange slice (no highlights and with highlights).

Finally, I developed brand icons that subtly represent the brand. These were developed using aspects from the final logo design and will be used for branding across a range of ZEST products.

Figure 8 – Developing icons for ZEST branding.
Figure 9 – Developing icons for ZEST branding.
Figure 10 – Developing icons for ZEST branding.
Final Logo Design

The logo and icons will change colour to represent different flavours of the energy drink.

Orange and Mango

Figure 11 – Final Orange and Mango ZEST Logo.
Figure 12 – Final Orange and Mango ZEST icons.

Apple and Elderflower

Figure 13 – Final Apple and Elderflower ZEST logo.
Figure 14 – Final Apple and Elderflower ZEST icons.

Fresh Raspberry

Figure 15 – Final Raspberry ZEST logo.
Figure 16 – Final Raspberry ZEST icons.

Lemon and Lime

Figure 17 – Final Lemon and Lime ZEST logo.
Figure 18 – Final Lemon and Lime ZEST icons.

Rejected Design

The rejected designs below show the development of the first energy drink brand design ZEAL. The design was rejected as it doesn’t conceptually communicate the brand goals.  

Figure 19 – Initial designs for rejected brand ZEAL Energy.
Figure 20 – Developing ZEAL sketches into vector logos on illustrator.
Figure 21 – Developing ZEAL sketches into vector logos on illustrator.
References

Figure 1 (RedBull) – Download Red Bull Energy Drink Vector (SVG) logo (no date) Worldvectorlogo. Available at: https://worldvectorlogo.com/logo/redbullenergydrink (Accessed: March 23, 2023). 

Figure 1 (NOS) – Nos (drink) (2023) Wikipedia. Wikimedia Foundation. Available at: https://en.wikipedia.org/wiki/NOS_%28drink%29 (Accessed: March 23, 2023). 

Figure 1 (Monster) – Monster Energy | Energy Drinks, coffee, tea and juice (no date). Available at: https://www.monsterenergy.com/ (Accessed: March 23, 2023). 

Figure 1 (Grenade) – Marketing (2023) Grenade® Range and energy drink, Columbus Drinks. Available at: https://columbus-drinks.com/en/grenade-en/ (Accessed: March 23, 2023). 

Figure 1 (Nutrica) – Ensure (no date) Quà Tặng Mẹ. Available at: https://quatangme.com/en/brands/ensure/ (Accessed: March 23, 2023). 

Figure 1 (Ensure) – Nutritional supplements for malnutrition: Nutricia Fortisip (2021) Nutricia. Available at: https://nutricia.com.au/fortisip/ (Accessed: March 23, 2023). 

Related Posts

Scroll to Top