Kinetic Energy Drink Concept Brand Manual

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Britani Bath Brittany Lang Rachel Orsborn Wendy Turner

Kinetic Energy Drink Brand Story

We at Kinetic Energy know ďŹ rst hand how a busy life can get in the way of a good night’s rest. We have developed a safe, all natural alternative to the chemically processed energy drink that stabilizes blood sugar to help the body function at it’s optimum level to prevent a mid-day crash.

We use all organic ingredients that naturally boost energy levels for peak performance.

Kinetic Energy Drink Name Selection Process

There are dozens of energy drinks in the market today.

They range from high to low cost, cheap to quality ingredients. Kinetic Energy is marketed towards a health

• Pick Me Up

oriented demographic; people who are concerned with

• Light Bulb Energy

eating healthy and staying active.

• Bright Idea

Natural ingredients and science play a key factor in

• Natural Energy

the name selection process, as well as the development

• Joules

of the product. Physics and Newton’s Laws were used in

• Torque

the process. Newton’s Law of Motion states that, an object

• Buzz

in motion stays in motion unless acted upon by an

• Static Energy

opposing force.

• Kinetic Energy

“The kinetic energy of an object is the energy it possesses due to its motion. It is defined as the work needed to accelerate a body of a given mass from rest to its stated velocity. Having gained this energy during its acceleration, the body maintains this kinetic energy unless its speed changes.” * Through natural science and the study of motion, the name

* http://en.wikipedia.org/wiki/Kinetic_energy

Kinetic Energy Drink came to fruition. It keeps you moving!

Kinetic Energy Drink Positioning Statement

Kinetic Energy Drink in an energy drink that offers all natural, top quality ingredients that keeps active people moving. Kinetic is the only energy drink of it’s kind that help stabilize blood sugar levels for the body to function at peak performance levels.

Kinetic Energy Drink

Top Rating $1.75

Perception Mapping

$2.00

$3.00

$2.30

$3.00

$1.50

$2.60

Low Cost

$2.70

High Cost

$1.40

$2.25

$1.50

$2.00

$2.00

$2.80

Energy drink rating site references: • http://www.goodguide.com • http://www.energyfiend.com/the-15-top-energy-drinkbrands

$3.30

Low Rating

Kinetic Energy Drink Logo

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Rationale:

This concept represents motion. Newton’s Law of Motion states that, an object in motion stays in motion unless acted upon by an opposing force. The circular motion

Tagline

represents ideal health and function moving in a synergis-

It Keeps You Moving!

movement and the feeling of freshness and rejuvenation.

tic manner. The colors are light and work together to imply

Kinetic Energy Drink

C0 M50 Y98 K0 | R247 G147 B33 | #F79321 C6 M0 Y96 K0 | R246 G235 B22 | #F6EB16

Usage

C50 M0 Y99 K0 | R140 G198 B64 | #8CC640

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Identity minimum/clear Space: The identity must always have a minimum space which can be determined by a 17 pt. capital O in Helvetica light typeface. This will allow the logo to breathe when surrounded by other elements.

C69 M0 Y99 K0 | R84 G184 B72 | #54B848 C38 M30 Y29 K0 | R163 G164 B167 | #A3A4A7 C75 M68 Y67 K90 | R1 G1 B1 | #010101

Primary Typeface Helvetica Light

Helvetica Regular

Helvetica Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

1234567890

1234567890

1234567890

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!@#$%^&*()_+-=[]{}\|:;”’<>,.?/

Bookman Old Style Regular

Bookman Old Style Italics

Bookman Old Style Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

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Secondary Typeface

Kinetic Energy Drink Package Design

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lemon

lime

orange

healthy energy supplement 8.4 fl. oz (250 ml)

healthy energy supplement 8.4 fl. oz (250 ml)

healthy energy supplement 8.4 fl. oz (250 ml)

Y

Kinetic Energy Drink Demographics • Target Age Group: 22-45 • Gender: Male & Female • Income Level: $20-$50k • Social Class: Middle & Upper Class • Education: High School Graduate or higher

Kinetic Energy is a healthy choice that offers a natural boost of energy. The target age group is 22 to 45 for both men and women who make an annual income of at least $20-$50K and have a high school education or higher.

Kinetic Energy Drink Buyer Persona 1 Meet Jill: age 22 Recent College Graduate • Marital status: Single • Location: Tempe • Reads: Magazines - People & Shape • TV: Reality TV Shows - Survivor, So You Think You Can Dance and The Voice • Music: Top 40 most popular list, Rock, Alternative • Transportation: Toyota Corolla in Silver • Values: Healthy Living, Friends and Rest & Relaxation • Hobbies: photography, Pinterest projects, & volunteering at local animal shelter • Motivations: Retiring at young age, becoming self sufficient

Kinetic Energy Drink Buyer Persona 2 Meet Jack: age 40 Businessman • Relationship Status: Married • Location: Central Phoenix, AZ • Reads: AZ Republic, Sports Illustrated and Men’s health • TV: ESPN, MSNBC, SNL and Modern Family • Music: 80’s and 90’s • Transportation: Black Charger • Values: Family, Healthy living, security, job and fitness • Hobbies: Golfing, Bowling, Outdoors and handy man • Motivations: Provide for family, retirement, wants to have a vacation home and turn into a second home and to travel

Kinetic Energy Drink Explorer Archetype

Kinetic Energy embodies the Explorer Archetype. It is independent, adventurous and authentic. The energy drink represents self-sufficiency and is driven to be free of standard trends by giving the consumer an all natural alternative energy drink.

Kinetic Energy Drink Photo Story

Kinetic Energy photography is: Active: Shows healthy individuals engaging in fitness activities.

Clean and uncluttered: Make sure the photography has a central focus.

Multi-racial: Be sure to include individuals of all races and socioeconomic backgrounds.

Emotional: Use photography that evokes good feelings, happiness, healthy, motivating, etc.

Clean, fresh, uncluttered products for display.

Kinetic Energy Drink Product Launch Ad Campaigns

Taxi Cab Advertising Sign

Magazine Spread

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healthy energy supplement 8.4 fl. oz (250 ml)

Billboard

Sticker

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Kinetic Energy Drink Mediums / Geographical Zone / Publications / Stations Mediums Print-FP 4/C

Geographical Zone Local - 6 Months

Publications AZ Foothills

Stations

Phoenix Health Outdoor / Billboards

Local - Loop 101

Stickers

Shipping Packages

Taxi ads

Local - 6 Months Rationale:

We have selected local AZ Foothills and Phoenix Health magazines to get the word out to the customers about the launch of Kinetic Energy Drink.

Free stickers will be included in shipping packaging so the customer can put them on the bumper of their cars, computers, bikes, water bottles, etc.

Ads on top of local taxi cabs will reach a wide variety of potential customers who may not see the print ads.

Kinetic Energy Drink Pros & Cons

Product Extension - Lemon, Lime, and Orange Flavors Pros

Cons

Choice of different flavors

Require additional packaging

Fruity flavored to appeal to a younger generation

More expensive to package additional flavors

Appeal to a wider target group

More expensive to package additional flavors

Kinetic Energy Drink Why this brand is going to be a success in the marketplace vs. competitors.

How brand fundamentals and communication vehicles work together to create consistent reminders about the meaning

After the first year we at Kinetic Energy will review the mar-

of the brand.

ket share by measuring the sales and profits to ensure our product is a success. Every six months for the first 5 years

The Kinetic Energy Logo is recognizable by itâ&#x20AC;&#x2122;s bright use

we will survey the public to see what they do and donâ&#x20AC;&#x2122;t like,

of yellow, orange, and green circles which represents each

and if there is any additional products or flavors they would

flavor of the drink as well as a sense of movement for a

like to see produced.

individual with an active lifestyle. The logo can be seen across several mediums reaching through social classes

Comparison to the mistakes of other competitors in the

and a young adult to middle aged demographic. This logo

marketplace.

can be seen on billboards by drivers on local highways, taxi cabs with local pedestrians. A brand sticker is shipped

Kinetic Energy is dedicated to ensuring that a nutritious

with each case of energy drinks for consumers to place on

energy drink is affordable to the majority of the public. We

car bumpers, lunch boxes, computers, gym bags, etc. This

will ensure our product is not sold at the local gas station,

offers a fun alternative to advertising, it becomes personal

but will be available at various local health food stores and

to the consumer and creates brand loyalty.

on the Internet for the customerâ&#x20AC;&#x2122;s convenience.