BRANDING, PACKAGING & PROMOTION
SHUVAM JAISWAL UG VISUAL COMMUNICATION DESIGN PROJECT
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ACKNOWLEDGEMENTS That’s the formal word for the kind of thank you’s I have in mind. I deeply appreciate the assistance, help support and guidance of numerous people
Sunil Gupte, mentor for this project, for his constant support and invaluable inputs about my work. I am grateful for his co-operation and guidance throughout my design project.
UID, for all the education on design and life, and for being this place where I got a chance to discover myself. For being an institute which is truly open-minded and accommodative of everyone’s crazy whims and ideas. Lolita Dutta, for always being kind and patient. For all their teachings and inputs along every step of the way. For being supportive in whatever we wish to explore.
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SHUVAM JAISWAL UG VISUAL COMMUNICATION DESIGN PROJECT
Projects
CONTENTS
01 About The Project
05
02 Research
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03 Analysis
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04 Ideation
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05 Final Concept
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06 Promotion
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07 Campaign Ideas
58
08 Final Campaign
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CONCLUSION
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ABOUT THE PROJECT Energy Drink- An energy drink is a type of drink containing stimulant drugs, usually including caffeine, which is marketed as providing mental and physical stimulation (marketed as “energy�, but distinct from food energy). They may or may not be carbonated and many also contain sugar or other sweeteners, herbal extracts, taurine, and amino acids. They are a subset of the larger group of energy products, which includes bars and gels, and distinct from sports drinks, which are advertised to enhance sports performance. There are many brands and varieties in this drink category.
Brief- Firstlt, select one field on which I have to do design project from scretch guided by specific mentor. So I want to do branding, packaging and promotion of an energy drink.
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RESEARCH
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MARKET RESEARCH
Types of Energy Drink
MILK BASED
WATER BASED
POWDER BASED
CAFFEINE BASED
AMUL KOOL CAFE
GATORADE
WHEY PROTEIN
RED BULL
SOYA FRESH
B’LUE
PROTINEX
MONSTER
YAKULT
TZINGA
BOOST
CAFE CUBA
AMUL PRO
ACTI LIFE
STING
SOFIT
AMUL PRO
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Market Share
31%
21%
39% 9%
CAFFEINE BASED
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WATER BASED
POWDER BASED
MILK BASED
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QUESTIONNAIRE
9/5/2018
WHAT IS THE SECRET OF YOUR ENERGY?
9/5/2018
WHAT IS THE SECRET OF YOUR ENERGY?
8. Do you have any fixed budget for expenses regarding your health? (in numerical)
WHAT IS THE SECRET OF YOUR ENERGY?
9. When do you drink? (Ex: During late night or workout, etc.) *
Study on the packaging of energy drinks. * Required
10. Why do you drink? * Mark only one oval.
1. Your name
Taste Energy
2. Age * Check all that apply.
Other:
7 - 12 11. What do you like about the can/bottle and graphics? (Ex. Shape of the bottle, color etc) *
13 - 19 20 - 25 26 - 35 35+ 3. Profession *
12. What colors do you associate with the energy drink? *
4. Any extra curricular activities that you perform daily? (Ex. Football, Gym, etc) *
5. Do you consume energy drink? * Mark only one oval. Powered by
Yes No 6. How often you drink? * Mark only one oval. Rarely Occasionally Regularly Other: 7. Your favourite Brand *
https://docs.google.com/forms/d/1wC2Pr_IeTODfo-0ANUzzXw-dM6gfMulp1R3msA4W2yI/edit
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https://docs.google.com/forms/d/1wC2Pr_IeTODfo-0ANUzzXw-dM6gfMulp1R3msA4W2yI/edit
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SURVEY (OUTCOME) AGE
PROFESSION
20-25
77%
DESIGNER
7.6%
26-35
13%
C.A
3.8%
35+
10%
FREELANCER
3.8%
GOVT. SERVICE
7.7%
STUDENT
69.5%
BANKER
3.8%
TEACHER
3.8%
EXTRA ACTIVITY GYM, BASKETBALL, WALKING, RUNNING, PLAY DRUM AND FOOTBALL.
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CONSUMPTION RATE
BRAND
CONSUME
69.2%
RED BULL
50%
NOT-CONSUME
30.8%
GATORADE
15.3%
MONSTER
11.4%
OTHERS
19.6%
HOW OFTEN THEY DRINK RARELY
50%
OCCATIONALLY
42.3%
REGULARLY
7.7%
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BUDGET
WHY THEY DRINK? 10%
YES
TASTE
42.3%
ENERGY
50%
OTHERS
7.7%
(AVG. 200-300)
NO
90%
WHEN THEY DRINK?
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LATE NIGHT
30.4%
WORKOUT
22.8%
LOW ENERGY
30.4%
OTHERS
16.4%
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LIKE/DISLIKE ABOUT CAN/BOTTLE AND GRAPHICS RED BULL
GATORADE
WHAT COLOR DO THEY ASSOCIATE WITH ENERGY DRINK?
CAN TALL & SLIM (LIKE)
SUTTLE & CLASSIC
7.7%
BRIGHT
50%
COLOR (DISLIKE)
FLORESCENT
27%
DOESN’T MATTER
15.3%
BOTTLE DYNAMIC (LIKE) COLOR BRIGHT (LIKE)
MONSTER
CAN TALL & SLIM (LIKE) COLOR (LIKE)
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So I choose to do branding & packaging for caffeine based energy drink WHY? 1. LARGE NUMBER OF USERS. 2. MY CHALLANGE WILL BE TO COMPETE WITH RED BULL
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TARGETED AUDIENCE ZING IS MAINLY FOR ATHLETES, BUSY PROFESSIONALS, STUDENTS AND TRAVELLERS
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ANALYSIS
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COLOR USED BY BRANDS WHO TARGETED THESE AUDIENCE.
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CHUMBAK
Chumbak was founded in 2010 as an idea for creating a range of fun souvenirs for India and Indians. Mostly for college students.
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Color Used: Bright colors.
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ADIDAS
It is a multinational corporation founded in Herzogenaurnel, German, that designs and manufactures shoes, clothing and accessories.
Color Used: Bright colors Sports shoes and Suttle colors for casual (Average).
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H&M
Hennes & Mauritz is a swedish multinational clothing retail company known for its fastfashion clothing for men, women and teenagers.
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Color Used: Fresh or Bright colors
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SKYBAGS
Skybags is aimed at travelers who like to make statement everywhere they go.
Color Used: Bright or Fresh colors
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MCDONALD’S
McDonald’s is an American fast food company founded in 1940 as a restaurant operated by Richard Bernadins, California, US.
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Color Used: Bright colors (Red, Yellow & White)
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Instagram is a photo and video-sharing social networking service owned by Facebook, Inc.
Color Used: Bright colors (LOGO)
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MIND MAP
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ENERGETIC GAMES
LIGHT SPEED FAST
POWER
MOTION
OLYMPICS (ATHLETES )
THUNDERSTORM
KINETIC ENERGY
ENERGY
SUPERHEROS
HUNTING
AFRICAN TRIBES ENERGETIC DANCE
FAST SPEED
HUMAN
ANIMAL NATURAL/ FRESH COLORS
BRIGHT COLORS
SUPER POWERS
BRIGHT COLORS
HUNTING
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TOP THREE MOST ENERGRTIC AFRICAN TRIBES
1. ZULU
2. MAASAI
3. SAN BUSHMEN
Maasai is the second most popular African tribe after Zulu, and it’s mainly because of its deeply rooted traditions and culture. They mainly drink raw blood and can be spotted
This is the tribe that consists of people who have inhabited Western Botswana and Makgadikgadi pans for centuries. They have literally survived living in an arid area, which has no drop of water
anywhere in East African, especially Kenya.
to be spotted anywhere.
What they love?
What they love?
What they love?
They are very sweet and believe in peace.
They love to drink raw blood.
They love to drink water.
Zulu is unequivocally the most popular tribe in Africa - for a number of good reasons. Zulu is acknowledged for being the largest ethnic group in Africa, with an estimated population of 11 million people. They are the most energetic people but they believe in peace.
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FLAVOURS OF ENERGY DRINK BASED ON THE THREE AFRICAN TRIBES. 1. MOCK MOSA Mock Mosa is sweet in taste just like ZULU tribe.
2. VIRGIN MARY
3. BLUE LAGOON
Virgin Mary has blood red color and Maasai
Blue lagoon flavour is inspired from blue lagoon iceland which has lots of water and San Bushmen
tribe love raw blood.
love water as they don’t get anywhere.
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IDEATION
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NAME FOR THE ENERGY DRINK
1. REGALIA - Traditional head piece.
8. MAASAI - 2nd most energetic tribe cast.
2. GUINEA - Place where tribes are most energetic.
9. PAT PAT - Dance form.
3. ZULU - Most energetic tribe cast.
10. KUBA - Most energetic mask.
4. ETHIOPIA - Dance form.
11. YORUBA - Mask.
5. JHINGALALA - Sound during dance.
12. LULUA - Mask.
6. AYO-YO - Sound during dance.
13. WOY - Mask
7. TRIBE VIBES
14. ZING - Sound during dance.
15. ALGEBA - Strength/Stamina. 16. ILOLA - Strength/Stamina. 17. IMARA - Strength/Stamina. 18. JABALI - Strong as a rock. 19. ZUBERI - Stamina. 20. ZENGA - Stamina.
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LOGO MOOD BOARD
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LOGO
Firstly, I selected a basic retro typeface similar to african tribal script then I add other elements inspired from the logo mood board.
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LOGO VARIATION
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IMPROVISATION
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FINAL LOGO
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SURFACE MOOD BOARD
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SURFACE GRAPHICS
Idea 1 I used a f r ic a n mask a nd ma nupu late its ex pression accord ing to t he taste of t he f lavours.
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VARIATION
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MOCKUPS
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SURFACE GRAPHICS
Idea 2 African tribals, for every kill they scars themselves on their chest in a dotted form.
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COLOUR OPTIONS
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MOCKUPS
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I picked the colors from the mocktail image.
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MOCKUPS
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OTHER OPTIONS
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MOCKUPS
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FINAL CONCEPT
We s e l e c t t h i s a r t w o r k a s f i n a l c o n c e p t bec ause t h is a r t work have v ibra nt colors a nd dy na mic shape which gives energet ic feel.
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PROMOTION
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ABOUT
In marketing, promotion refers to any type of marketing communication used to inform or persuade target audiences of the relative merits of a product, service, brand or issue. The aim of romotion is to increase awareness, create interest, generate sales or create brand loyalty. It is one of the basic elements of the market mix, which includes the four P’s ,i.e., Product, Price, Place, Promotion
Brief- We have to promote national or international, existed or hypothetical brands for the Indian audience. The campaign has to have Indian content.
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ALUMINIUM CAN
ATTRACTIVE
LEVELERS FRESH TIME VIBRANT
CHARGED
TRENDY
ENERGY LOCATION
ADDICTION TRIBAL
ZING
SPEED YOUTH
FLAVOURS EMERGENCY GAME CHANGER STAY AWAKE
SPORTS
AWAKE
MOCKTAIL
PARTY FRIENDS
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RELAXING
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CREATIVE BRIEF
Brand Statement: Zing is an energy drink which vitalizes the body, mind and comes in 3 exotic mocktail flavours. Target Audience: Primary : Young Adults (Age 18-30) Secondary : Middle Adults (Age 30-45) Advertising Objective: The objective of the campaign is to established ZING as a mocktail flavoured energy drink which stimulates metabolism and increase concentration. Consumer Message: Zing will provide long lasting energy and improve performance.
Competition: Red Bull, Monster and Cafe Cuba. Advertising Tone: Inviting, Sporty, Energetic. Advertising Medium: Outdoor Advertising, Poster, Magazine Ad, Social Media Ad. Mandatory Elements: Zing logo, Can image (All flavours), Copy and Artwork.
Key Consumer Benefits: Improve performance, Concentration, Stimulates metabolism, Exotic mocktail flavours. Benefit Support / Product Details: Zing contains ingredients such as: • Taurine which is an amino acid created by the body in situations of high stress or physical exertion. • Caffeine which has been shown to improve reaction speed, alertness and concentration.
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CAMPAIGN IDEAS Emergency- 3 Ideas Location- 4 Ideas
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EMERGENCY IDEA 1
Background- Dreams can come at any time. ZING keeps you awake.
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EMERGENCY IDEA 2
Background- ZING mascot help the mountaineer to pull him up when he was exhausted.
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EMERGENCY IDEA 3
Background- A small task can look like a giant when you are exhausted. Made it with ZING.
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LOCATION IDEA 1
Background- Tribute to the First Indian who represent India in international games.
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LOCATION IDEA 2
Background- Zing made the climbing easier.
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LOCATION IDEA 3
Background- Indian roads have many potholes so you need a rugged drink for the rough street.
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LOCATION IDEA 4
Background- Promoting Indian games like tug of war, kabaddi etc.
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FINAL CAMPAIGN
Background- This campaign is to tribute to the First Indian who represent India in international games. Art Direction- Achievers are placed on the top of the can to show that they achieve their goals with ZING.
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Copy- A tribute to the one who never dared to be the first one.
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MOCKUP
Magazine
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Newspaper
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SOCIAL MEDIA POST
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CONCLUSION
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LEARNING & EXPERIENCE
My experience has been very fruitful in this design project. I never had been in packaging so this project was very new to me. I have learnt that work from scratch, research and one to one discussion with a mentor is very important. I have also learnt how to research in a process.
This design project has been an opportunity for me to test out the skills I developed in my internship period.
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BIBLIOGRAPHY
1. Page 18-23 : Google source. 2. Page 26 : https://answersafrica.com/african-tribes.html 3. Page 30 : ■ file:///D:/Packaging%20Design/logo/referrence/ inspiration-01.jpg ■ file:///D:/Packaging%20Design/logo/ referrence/803b7c31499639.5653aa3fae025.png ■ file:///D:/Packaging%20Design/logo/ referrence/229265-tribal.jpg ■ file:///D:/Packaging%20Design/logo/referrence/ black-and-white-tribal-ethnic-pattern-withgeometric-elements-traditional-african-mudcloth-tribal-design_1235-171.jpg
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3. Page 35 : ■ file:///D:/Packaging%20Design/Tribe%20 referrence/A0QAe.jpg ■ file:///D:/Packaging%20Design/Tribe%20 referrence/karo1.jpg ■ file:///D:/Packaging%20Design/Tribe%20 referrence/images.jpg ■ file:///D:/Packaging%20Design/Tribe%20 referrence/anonymous-tribal-african-voodooguy-fawkes-mask.jpg ■ file:///D:/Packaging%20Design/Tribe%20 referrence/article-2713263-202913FC00000578836_964x680.jpg ■ file:///D:/Packaging%20Design/Tribe%20 referrence/b3f4e50d0ffa4bf5aec93b7e1b9081a0-african-print-dresses-african-dress.jpg ■ file:///D:/Packaging%20Design/Tribe%20 referrence/s-l300.jpg ■ file:///D:/Packaging%20Design/Tribe%20 referrence/basketspattern.jpg ■ file:///D:/Packaging%20Design/Tribe%20 referrence/beads_closeup2.jpg ■ file:///D:/Packaging%20Design/Tribe%20 referrence/DANCE.jpg