DUKE

Introduction You have been hired by a soda company to create the packaging for an affordable new energy drink.

The Energy drink is called “Duke” and has 4 available flavours for customers to enjoy:

• Nuke – Energy Drink • Cola – Cola Option • Light – Diet Cola Option • Fruit – Carbonated Fruit Option

Design Strategy & Goals Your objective is to make sure the soda drink design we create will possess the following qualities:

• Bold design • Strong looking • Unique • Appealing and fresh • Look different to other energy drinks • Text is easy to read • Colours and design will be relative to the name and purpose of the energy drink.

Key Message The main objective for your energy drink packaging design is to visually support the strategy of providing potential consumers with an eye catching but relevant design that will get people to buy the energy drink.

Themes / Keywords You are also required to develop a suitable Tagline to associate with the brand Duke. The tagline should portray the brand’s intended

The following themes and keywords represent a target sensibility for the design of the packaging:

• Cool • Unique • Distinct • Bold • Clear • Concise • Relevant

Target Audience The main target market for our energy drink design will be males and females aged between 16-25. Judging on my research and other various data this age range is the most popular concerning the purchase and consumption of energy drinks, whereas people which are older prefer drinking tea, coffee or other alternatives to not even drinking anything remotely related at all.

Based on current markets in which energy drinks and other caffeinated drinks are advertised to; the nightlife scene (clubs, music and dance), e-sports and video games, festival culture, sports.

Competitors All the energy drinks below are the most popular in the world today, and are our main rivals in the energy drink market.

• • V • • Monster •

Red Bull Strengths

• Created in 1987, Austrian owned and is arguably the most popular energy drink in the world today • Very strong advertising and sponsorship share(Red Bull Racing team, New York Red Bulls American soccer team, Red Bull Air Race) • Powerful and aggressive marketing position, internationally recognised. • Excellent and easily recognisable slogan: “Red Bull gives you wings”

Weaknesses

• Red Bull has come under criticism concerning possible health risks over the consumption of Red Bull and the amount of taurine in the drink, which some studies show can have adverse cardiovascular effects on the person drinking Red Bull. • Briefly banned in France, Norway and Denmark, bans have since been lifted.

V Strengths

• Australian & New Zealand owned, making V more relatable to Australians • Has eight different types of flavours available, offering a wide variety of choice and catering for lots of different people with different tastes • Available in six varieties, including a V energy shot known a ‘pocket rocket’, again lots of selection and range regarding choice

Weaknesses

• The V energy shots aren’t recommended to people under 16 years of age, limiting the potential market share for V slightly as minors will not be allowed to buy the energy shots

Mother Strengths

• Manufactured by Coca Cola, biggest beverage producer in the world • Australian & New Zealand owned, making Mother more relatable to Australians • Excellent marketing ability, new advertisement is creative and articulate, features world snooker champion Neil Robertson

Weaknesses

• With all energy drinks, concerns over side effects and health drinks referring to the consumption of Mother

Monster Strengths

• Strong sponsoring position, mostly motorbike and car racing sponsoring • Articulate and unique logo design

Weaknesses

• Studies & statistics show it is the worst tasting energy drink out of the main lot • Can be viewed as a clone of Mother, due to its similar name and black can design • Not advertised as much in the media as other major energy drinks

Rockstar Strengths

• Available in 14 different flavours, in over 20 different countries Most flavours available out of all the major energy drinks • Very popular in America, one of the largest continents in the world

Weaknesses

• Highest sugar content compared to other energy drinks (65.3 grams of sugar in a standard can) • Causes various side effects if consumed excessively

Conclusion Your energy drink design will be unique and will stand out from the rest of the energy drinks on the market. You will be using the Adobe Creative Suite to create the design. Along with the formulation of our ideas, we endeavour to produce an excellent quality design which will rival our competitors and attract and encourage consumers to try our energy drink.

Expectation of designed products and deliverables:

• Duke Logo Design with accompanying tagline • Product Flavours: 1 can Design per flavour x4 • Facebook Product page assets o Cover Photo o Profile Picture o At least 3 posts on Facebook page