the brand
A new soft drink brand, Pulse, targeting a young and active audience of both females and males in the age range from mid teens to early twenties. The emphasis is on fun and an energetic lifestyle focussed mainly around sport, music, dance and friendship. A generation daring to be themselves and choose their own spirit. Although fun is key in their life they are still conscious about staying healthy and fuelling their body with food and drink of good quality. ‘Pulse’ is reflecting the energy and adrenalin injected by the lifestyle of the target audience.
Board 1/3
A suggested range of 4 lightly sparkling fruit drinks. Applying the terminology ‘fizz’ in order to give it a twist of sophistication and at the same time fun, as this drink supersedes the ordinary can of soft drink or ‘pop’. .
Proposed flavours in the range. A refreshing taste of apple fizz to revitalise. Tangling and energetic lemon fizz for a real energy boost. Orange fizz for a sweet citrus injection. A summer burst of mouthwatering fruit with raspberry fizz.
the development
Board 2/3
110 mm
110 mm
pulse
pulse
pulse
pulse
fun
210 mm
pulse
young fruity active heartbeat happy freedom vitalise good sport boost feel out street dance beat standalert music beautiful friends express yours wake up enjoy be wild energy jump play vibe let’s move fun exercise be yourself grafitti run live life fresh burst work out colour rythm spirit passion pulse live & laugh smile
210 mm
natural
o r ange fiz z
raspbe rry fizz
s p o r t s fiz z
l e m o n fi z z
a p ple fizz
110 mm
Ideas generations through brainstorm of words associated with the lifestyle of the intended audience and the desired ethos of the new brand. The brand name ‘Pulse’ was chosen to reflect an active and energetic attitude. Due to the biological meaning of the word ‘pulse’ and blood running through our veins at higher speed when we are active, the idea arose to use the soft string effect lettering which wraps slightly around the can. Inspired by research where cans on shelves with solid colour stood out from competition, the decision of a solid block colour for the entire can was made. Matt finish is proposed in order to create a relatively upmarket , healthy and slightly organic feel. Illustrations of the relevant fruits were created to help visually communicate the content to the consumer with the burst of juice spraying over the logo to insinuate juicy freshness. At this point the ‘sports fizz’ was dropped.
ove. .
lets m
o r ange fiz z
lets m
a p ple fizz
ove. .
lets m
l e m o n fi zz
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lets m
ove. .
s p o r t s fiz z
lets m
ove. .
raspbe rry fiz z 210 mm
Typeface Avenir Next Condensed Body text
slam regular strapline
110 mm
colour and distribution y. . energ newrange fizz
Board 3/3
y. .
energ nelewmon fizz
o
zz
n
gy
C14 M69 Y99 K4
C15 M55 Y100 K4
C0 M50 Y100 K0
C1 M20 Y38 K0
C0 M0 Y0 K0
C93 M42 Y57 K42
C0 M0 Y0 K100
C0 M10 Y95 K0
C0 M0 Y100 K0
C0 M50 Y100 K0
y... enefirzzg new apple
C0 M0 Y0 K0
C1 M20 Y38 K0
y. . energ y fizz newraspberr
gy
n
C50 M0 Y100 K0
C25 M0 Y50 K0
C20 M0 Y100 K0
C5 M6 Y53 K0
C0 M0 Y0 K0
C93 M42 Y57 K42
C93 M42 Y57 K42
C0 M0 Y0 K100
A choice of bright colours to reflect the fruit contained in the cans.
C35 C0 M100 M97 Y35 Y21 K10 K0
C0 M49 Y11 K0
C36 M96 Y17 K5
C0 M0 Y0 K0
C0 M0 Y0 K100
gy fizz
C93 M42 Y57 K42
C0 M0 Y0 K100 The cans are easily recognisable on the shelf and distinguish themselves with a healthy and organic feel.