Conceptual Energy Drink Brand Logo

“Design is thinking made visual” – Saul Bass (ND)

Building a brand demands establishing a unique identity for your enterprise. This is accomplished by crafting a memorable name and a sturdy logo that aptly embodies your product and brand. Creating a logo that resonates with your intended audience is pivotal in fostering brand recognition and allegiance. A well-crafted logo functions as a visual representation of your business ethos and offerings, leaving a lasting impact on consumers.

Energy Drinks Research

Energy drinks have become increasingly popular worldwide, particularly among young adults, adolescents, and athletes. These individuals consume energy drinks seeking increased alertness, enhanced physical performance, improved mood, and coping with fatigue or sleepiness. Certain demographic groups, such as young males and college students, tend to consume energy drinks at higher rates than others. A significant area of research focuses on the co-consumption of energy drinks with alcohol.

The health outcomes associated with energy drink consumption includes both short-term effects, such as increased heart rate, elevated blood pressure, and insomnia, as well as potential long-term health risks, such as cardiovascular events, dental problems, and substance use disorders, also mental health problems, including anxiety and depression.

The amount of sugar in energy drinks can vary widely depending on the brand. On average, a typical 8-ounce serving of an energy drink may contain anywhere from 20 to 30 grams of sugar. Excessive sugar intake can contribute to various health issues, including obesity, type 2 diabetes, and dental problems.

Healthier Energy Drinks Options

These healthier energy drink options cater to various demographics while prioritizing natural ingredients, functionality, and sustainable practices. Their designs often reflect their target audience’s preferences, whether it’s a clean and modern look for health-conscious consumers or a sporty design for fitness enthusiasts.

Healthy energy drink packaging design choices very often consist of a slimmer bottle and a cleaner look, subtly suggesting the product’s health benefits. This is in line with the brand’s positioning as a healthier alternative to traditional energy drinks. By conveying a sense of fitness and wellness, the brand appeals to consumers who prioritize health and well-being.

Overall, the design strategy used by the brand for their natural energy drinks aims to convey a message of health, simplicity, and transparency, distinguishing them from their ‘unhealthy’ counterparts.

My logo design

“Logos are the graphic extension of the internal realities of a company.” – Saul Bass (ND)

The effective logo design goes beyond aesthetics; it is a strategic endeavour that requires a deep understanding of the company’s inner workings and a keen sensitivity to its unique identity. A successful logo is not just visually appealing but also meaningful, evoking a sense of connection and recognition that transcends mere imagery.

After revision, the energy drink name “SUPERIOR” was rejected due to its lack of connection with the target audience, the over 60 age group. Following my tutor’s guidance, I decided to rebrand the product. The new name, “Blast From The Past”, was chosen to resonate with the older demographic. The logo design was redesigned to exude sophistication, vibrancy and a sense of connection with the elderly, featuring a stylized gentleman smoking a pipe to symbolize elegance, wisdom and maturity.
The inclusion of the gentleman perfectly matching the desired image for the energy drink. This strategic rebranding effort aims to establish a deeper connection with the older consumer group by combining energy and sophistication in a visually appealing way.

By incorporating elements that symbolize maturity and vitality, the redesigned logo strikes a balance that appeals to the over-60 crowd. The refined aesthetic of the logo, “Blast From The Past”, creates a compelling brand identity that speaks directly to the target audience and the past that this group has sentimentality and cherish.

Reference list:

Saul Bass. ND. “Design is thinking made visual”. [Online] Available at: Saul Bass Quotes (Author of Henri va a Parigi) (goodreads.com). [Accessed: 14.03.2024].

D, Waqas. ND. “Logos are the graphic extension of the internal realities of a company.” [Online] Available at: 19 logo design quotes that will improve your design process forever (fullstop360.com).

Shared Rank Market Reports (2019) Energy Drink Brands [2024] [Article] Available online: https://www.linkedin.com/pulse/energy-drink-brands-shared-rank-market-reports-0xymf[Accessed: 19.02.2024]

Fontinelle, Amy (2022) The Energy Drinks Industry [2022] [Article] Available online: The Energy Drinks Industry (investopedia.com)[Accessed: 19.02.2024]

Sunkara, Mohana (2022) Top 10 energy drinks: the best of the worst [2022] [Article] Available online: Top 10 energy drinks: the best of the worst – West Side Story (wsspaper.com) [Accessed: 19.02.2024]

Morgan, Emily [ITV News] (2018) How much caffeine and sugar is in some of the UK’s most popular energy drinks? [2018] [Article] Available online: How much caffeine and sugar is in some of the UK’s most popular energy drinks? | ITV News [Accessed: 19.02.2024]

Lapolla, Brianna (2024) If You *Must* Have an Energy Drink, These 8 Healthier Options Will Do [2024] [Article] Available online: The 8 Healthiest Energy Drinks (2023): Are Energy Drinks Healthy? (honehealth.com) [Accessed:19.02.2024]

STEFANI SASSOS, M.S., R.D.N., C.D.N., NASM-CPT AND COURTNEY CAMPBELL (2024) 11 Best Energy Drinks, According to Nutritionists [Article]. Available online: The Healthiest Energy Drinks of 2024 (goodhousekeeping.com)[Accessed: 19.02.2024]