Illustrator, hand typography: Mathew Allen
Project Type: Produced, Commercial Work
Location: Chicago, IL USA
Packaging Contents: Natural Energy Drink
V8 wished to expand beyond the shelf stable juice aisle and enter the already crowded energy drink category.
The objective: While staying true to the V8 character, develop distinct packaging that demonstrates +Energy's point of difference- a healthier alternative to other energy drinks from a trusted brand that really does taste good. +Energy needs to feel like a better option for consumers who are looking to stay healthy while getting a boost of energy.
"All the other energy drinks are for those people that want to be something that they are not- a beast, a bull, a rocks star, fearless, etc. Our +Energy is for someone who knows who they are and knows what they want: modern, functional, refreshing and fun. The design should reflect the authenticity of this consumer and convey the fashion forward feeling they have for their life. It's about a lifestyle decision that is inconsistent with the other energy options" said Terry Schwarz, Director Global Design at Campbell's
Brandimage created a design that disrupts the shelf with a unique visual brand language. It quickly demonstrates health credentials through engaging typography, that it's energy comes from green tea through an iconic tea leaf with ribbons communicating the message, and the fruit forward taste through color and illustration (other energy drinks taste medicinal) .
The design captures the V8 personality: vibrant, clever, confident with a zest for life. It tells the full story in an inspiring, confident way using the full 360 degree can and an arrow that suggests energy to get you through your day.
Breaking from traditional aluminum can design, The entire design (including all typography) are hand drawn drawn
via Packaging of the World – Creative Package Design Gallery http://ift.tt/1gld0x4