There is no reason for design without a target

As a designer, I don’t want to waste your money by creating something that has no target.

Segmentation is important because you cannot appeal to all customers at once. I get like 4 requests for a beverage design per week. They all want a lifestyle product.

It would be best if you defined the lifestyle you want to target.

Red Bull was the first one in the energy drink category. They specifically target people thinking about a college, who are in college or just recently graduated from college.

In the beginning, they sponsored house parties of college students. They provided them with RedBull for free so that the students will get accustomed to their product. They live a hectic lifestyle while hardly making it through long days and nights of classes, studying and parties. The design is calm. Developed for people who work with the brain.

Monster wanted a piece of Redbulls success. Their unique selling point was the giant can. It was ideally suited for the American market. They did not target college students at all! Instead, they go after the rest — customers who appreciate getting more for their money. This group loves monster trucks, motorbikes and sexy girls. Their branding is loud and aggressive.