Energy Drink
Packaging Design
The Rundown:
Project: Design a line of Energy Drinks
Software: Artios CAD, Esko and Adobe Illustrator
Requirements: Marketing strategy, target audience, individual flavor, collaborative flavors, versions of cans, boxes, and flexible pouches
Fall 2020
This was an individual and collaborative school project with a goal to design a line of energy drink products, a marketing strategy, and the packaging graphics for three packaging options: cans, boxes, and flexible pouches. Individually, we focused on our energy drink flavor with a theme that represents the remembrance of summer. Our target audience was Virginia Tech college students, so we developed designs with them in mind. We also were tasked to show our school spirit, so we created a brand, Hokie High Energy, that would capture our pride as Virginia Tech Hokies.
My design encompassed the refreshing taste of watermelon and lime: a sweet and light taste also reminiscent of active summers. I utilized Adobe Illustrator to draw out the watermelon and lime slices to make the flavor known right off the bat and Artios CAD see how it would be displayed on the packaging. I also included different levels and fonts of text to attract attention and also differentiate the name and the flavor. The water-like design offers depth and also wraps around the can to guide your eye around the design towards the ingredients, containing all natural flavors, and back to the front. The flexible pouches was also another packaging option for variety.
The box packaging design has very similar elements, with the Hokiemelon lime logo and also some additional features like the side cut-outs of the watermelon and lime that offer a look into the box without having to open it. It also doesn't interfere with functionality. Hand-holes were added for ease of transport.
Finally, our last packaging, the variety pack, encompasses all of our flavors into one unifying box. We chose an old-school styled van which radiates summer, travel, and good vibes. This packaging was developed for the flexible pouches which contain six pouches of each of the four flavors.
