VIM Natural Energy Drink

VIM Natural Energy Drink

VIM Natural Energy Drink (as in "vim and vigor") is another hypothetical company of my own creation. The purpose behind this project was to conduct a case study on a product market that tends to be homogenized in visual identity and packaging. In this case, the product is energy drinks, which tend to rely on dark, busy, overtly masculine designs aimed solely towards the "extreme youth" market.

With VIM, I strove to create a product that addressed an area of the energy drink market that still remains virtually untouched by the biggest companies - not necessarily older, but more mature consumers who may be off put by the in-your-face techniques of the most popular brands (the exception being Red. Bull). I relied on bright, fresh colors and the motif of diagonal lines to create a brand that was equal parts clean and energetic. I then applied the brand to packaging for individual products (the square, resealable plastic bottle chosen for being better suited to actual physical activity), as well as a unique multiunit carrier.