Preamble:
This project was fueled by a passion to explore can design. From a young age I have always been inspired by product and package designs so this projects objective was create to create a design concept of my own.
Challenge:
Upon observing the current market landscape, it became evident that there was an oversaturation of energy drinks primarily targeting a younger demographic. These products, such as Redbull, Monster, Rockstar, Bang, and Reign, all shared a common visual aesthetic characterized by an edgy or extreme style. While this aesthetic certainly aligned with the energy drink market's nature, it lacked diversity. What was notably absent was a mainstream beverage tailored for a more mature audience beyond the realms of athletics and gaming. This design concept aimed to address this gap in the market by creating an energy drink with broader appeal, featuring an aesthetic that would be better suited for professional workplaces. This design concept aimed to fulfill the need for a competitive energy drink that prioritized functionality without compromising on taste.
Solution:
Over the span of five weeks, the Zero-In passion project pushed me to experiment with new software, explore fresh ideas, and experiment with different materials. The project primarily revolved around extensive visual inspiration, delving into cultural references, and embracing contemporary design trends. The refinement of logo and label iterations was achieved through a combination of thumbnail sketches and digital explorations. The aim was to use a distinctive logo wordmark as the primary visual element of the can. This wordmark was meticulously crafted to align with prevailing design trends while ensuring it stood out both visually and in terms of its name. The wordmark would maintain its strong visual appearance but change in colour to reflect the various flavour profiles. The chosen brand name, "Zero-In," was particularly apt for the energy drink market due to its connotations of focusing on one’s mental acuity.
Audience:
Zero-In is designed to cater to a dual audience, encompassing both Gen Z and Millennials. The primary target demographic consists of Gen Z students, aged 18-24, who often have limited incomes. This group represents the heart of the energy drink market, making it a natural choice to create a product tailored to them while introducing a striking departure in terms of appearance. These students typically rely on small, on-the-go purchases to sustain their day, making this product an ideal fit for individuals who replace their morning coffee with more spontaneous purchase behaviours, including buying drinks and snacks. The secondary audience comprises Millennials, typically falling into the low-to-middle-class bracket, with ages ranging from 27 to 42. With a growing disposable income, they may be drawn to Zero-In's explicitly advertised fruity, healthy, and aesthetic qualities, which set it apart from competitors. Many in this group may have grown up with traditional energy drinks and are now seeking alternatives to their previous choices, whether it be coffee or carbonated beverages. They may be in search of beverages that align with their preference for healthier options or minimalist aesthetics, reflecting their evolving sense of maturity.
Summary:
Over the span of five weeks, the Zero-In passion project pushed me to experiment with new software, explore fresh ideas, and experiment with different materials. The project primarily revolved around extensive visual inspiration, delving into cultural references, and embracing contemporary design trends. The refinement of logo and label iterations was achieved through a combination of thumbnail sketches and digital explorations. The aim was to use a distinctive logo wordmark as the primary visual element of the can. This wordmark was meticulously crafted to align with prevailing design trends while ensuring it stood out both visually and in terms of its name. The wordmark would maintain its strong visual appearance but change in colour to reflect the various flavour profiles. The chosen brand name, "Zero-In," was particularly apt for the energy drink market due to its connotations of focusing on one’s mental acuity.
