RAD is an energy drink project that I art directed. RAD stands for Rich, Authentic, Delicious. RAD’s unique selling point is that it’s a hydrating energy drink that attracts repeat customers because of the fresh flavours that are offered. We stand apart from the leading energy drinks with our unconventional flavours and the taste that will never have you squinting from the taste. The three original flavours that RAD Energy offers is Nightlight (Acai Berry), BrassMonkey (Banana Mango), Zinger (Lemon Lime). Each of the drinks has a specific purpose for individuals looking for an energy boost during their day. Nightlight is the perfect energy drink for individuals who are about to endure an all-nighter and need the energy to prevent themselves from unwillingly falling asleep at their desk or on their night shift. BrassMonkey is for individuals who are about to hit the gym or are going to be doing heavy lifting at their construction job. Zinger is for the energetic individuals who are getting ready for their 40k hike or their long-distance run. Each of our energy drinks serves a different purpose and are accompanied by a delicious taste that will make you forget that the beverage that you are drinking is an energy drink.
The research that was conducted for the energy drink was looking at the main energy drink brands. The two main energy drinks are Red Bull & Monster Energy. We found that both of those energy drink brands heavily focused on extreme sports. The majority of people don’t participate in extreme sports. Our focus during the research was figuring out how RAD could compete with the leading energy drink companies without having a heavy focus on extreme sports.
The first bad idea that we went through was we originally had the idea of creating an organic drink. After completing the project and wanting to revamp it myself, I came to the realization that the colour scheme didn’t resemble an organic drink. I later rebranded it as a non-organic energy drink which fits the design.
The second mistake we made on the initial can designs was that they featured awkward spacing and didn’t have a lot of character, it didn’t resemble an energy drink. The can design did not look finished. During the redesign, I added an additional design element that would be recognizable to customers from a distance. The RAD logo has elements of speed strategically placed within it. I took those elements from the can and placed them over the colour strip on the bottom of the cans.
During the beginning of the project, I split up the work equally between the four group members. Patricia Beader and Ashley Thompson were in charge of research on the energy market. That included all other information gathered that was helpful for creating the energy drink brand. Stephanie Conner and I were in charge of brainstorming names for the brand and the individual drink names. I gave everyone the responsibility of contributing to the RAD mood board, that I would later choose the direction that best fits the brand vision. After collecting the research and the name ideas, we had all been attached to the name RAD. What the name meant to the group is standing out from the traditional thought of what an energy drink is.
Following the vision being set, all of the group members were tasked with contributing logo sketches and label concepts. All of the concepts that were brought to the group meeting were very unique and different. This gave my group a lot of different ideas to explore and set us on the right track to finding the right solution for the can design.
All three of the RAD cans are restrained to three colours. All of the cans feature a matte black. All of the flavours are associated with a vibrant neon colour at the bottom of the can. The third colour can be found on the back of the can, which is the orange logo to maintain consistency. The colours we chose are neon purple, neon green and neon yellow. We chose these vibrant colours for the cans because this allows the can to glow in the dark, sparking more energy during late hours when individuals are drinking them. Our main objective was to design a can that will show off as much energy as the drink gives.
The brand colour for Rad energy is orange. The reason the orange isn’t found on the front of the can because we want our customers to choose which of the flavours they want to purchase, just how you would with a Gatorade. The back shadow of the logo matches the colour that is unique to the can.
All three of the can layouts are consistent. The RAD logo is placed sideways on the can. The logo is strategically placed like this because it provides the visual that the logo is going to fly off the can when the drink is opened due to all of the energy that is being stored in the can. At the bottom of the can is where the brand pattern is placed. This pattern also relays the message of energy. The pattern wraps around the whole can giving the imagery of speed and energy. In between the pattern and the logo is where the drink badge is placed. Each of the drink badges is specific to the flavour of the drink.
Nightlight: A neon purple and matte black colour scheme with the typography treatment used on the word nightlight to represent a lava lamp / light bulb.
BrassMonkey: A neon yellow and matte black colour scheme. The typography treatment is given to the word BrassMonkey give the word a shield feeling. The drink is meant to shield your body from the day you are about to endure.
Zinger: A neon green and matte black colour scheme. The typography treatment used on the word Zinger represents an energetic feeling. The top and bottom of the word is zinging away from each other. That is the energy that the drink gives.