Scans

This is my sketches scanned onto the computer. I am getting ready to trace the designs, save them separately ready to work on them individually in future on Photoshop.

Font and Brush Selection

To find my font's for my brand logo's I used a website called Dafont. Dafont allowed me to write my title in and get various different types of font. Their is different sub menu's on Dafont for the different types of font. For my 'Grip Tight' font, Iwanted a distorted font so I went on the distorted menu typed in 'GRIP TIGHT' and various options came up.

I scrolled through the pages but found none what I particularly liked for my brand, I then clicked on Eroded and found a text called plane crash which I liked and fit the theme of my product.

Sketches

I brainstormed five brand ideas for our energy drink. All of which have not been done before and would be regarded as USP's. I came up with the Ideas:

1. Zaarb Energy
2. Dentures Energy
3. Grip-Tight Energy
4. Robot Charged
5. Disco Energy

I had to market these products different from existing products to create a USP, I created Dentures Energy to target a more older mature generation from the ages of 55-70. Energy drinks have never been targeted at this age group before creating a USP for my energy drink. Below are my finished initial hand sketches of my brand ideas.

 

Target audience Research

Energy Drink Ingredients

Most Energy drinks contain the nearly the same ingredients, just at different values. They all contain: Caffeine, Sugar and Sodium and the average serving size for energy drinks 500ml. Gamma labs PTF is used mainly for body building thus the ingredients being slightly different than the rest of the list.



Examples of brochures

I like this brochure as it creates a mysterious effect for the man when it is closed. This brochure has a basic thought out design but is executed brilliantly. The brochure clearly displays what it is advertising on the front cover and the slogans are also clear to see, the chosen colours of the text work well on the black background.

I like the perspective used in this brochure. The bold headline captures the audiences immediate attention to what the brochure is advertising. The only aspect of this brochure I do not like is the very very small writing on the page. The writing is too small and is very hard to read. I would prefer this writing to either be bigger or on a separate page.

This brochure looks as if it is a antique treasure map. I like this as it creates a feel which is different to other brochures and is unique. The brochure also contains a picture of an eagle which is the dominant of birds. The eagle indicates freedom as birds can fly anywhere they want, this freedom feeling transcends over to the audience.

I like this brochure because of its simplicity which makes it effective in advertising the beauty salon. The oak front picture looks elegant and is different than showing just a models face. The "Salon Ink" looks stylish as if it has just been drawn. The three pages are labelled clearly for the audience to understand.

History of energy drinks

History of Energy drinks

Their are many types of energy drinks in the world today. All have similar results but they are all marketed differently to targeting different audiences. The energy drinks contain large amounts of sugar and caffeine designed to give people an extra burst of energy. The first energy drink came was the Lipovitan D drink made by Japanese pharmaceutical company Taisho. The drink was designed to help the employees work hard during the night shifts. The recipe of energy drinks hasn't changed significantly, taurine which featured in Lipotivan-D is found in many energy drinks today.

The first energy drink to reach the US was Jolt Cola, it was classed as a energy drink but was more of a hyped up soft drink. It was highly popular amongst college and university students during the 1980's.

Energy Drinks Research

Research

Red Bull, today's market leader in the energy drinks market. Red Bull was started by Austrian Businessman  Dietrich Mateschitz targeting young Europeans but many clubs in the Western American Coast began selling Red Bull as a cocktail mixer. Realising its demand in the US, Red Bull began to distribute its energy drink in the United States in 1997. This decision proved to be highly successful as revenue doubled each year reaching more than $1 Billion. Red Bull have consistently been the market leader in energy drinks but other companies such as: Monster, Rockstar and Full Throttle are catching up.

In 2006 Red Bull monopolised the energy drinks market with 42.6% market share, this compared to their closest competition Monster who controlled 14.4% of the market. The year after their was a major shift with Monster catching up controlling 27.3% of the market, much closer to Red Bull who have 35.2% of the market. No longer the energy drinks monopoly. Their are a few reasons for this change, a big reason being the value of money consumers get with Monster energy drink over Red Bull. A 500ml can of Monster energy drink costs approximately £1.50 compared to a 355ml Red Bull can which costs on average £1.58.

Monster has a diverse their energy drinks into:

• Monster Energy
• Monster Khaos
• Monster Ripper
• Monster Export
• Monster Rehab
• Monster Hammer
• Monster Midnite

Monster have created all these products to appeal to a wide mainstream audience. Monster have also appealed to people with different moods. Creating Monster Rehab markets the product as a calmer alternative to the Monster Energy and as if the consumer is going through calm rehab from the high powered energy drink. Monster Energy drinks rely more on word of mouth advertising than TV or Radio commercials and have become popular from this. Red Bull TV commercials are market around the same slogan "Red Bull Gives You Wings".