Aqua Glow
A luminescent, bio-luminescence-inspired energy drink. This refreshing, all-natural, and low-calorie drink is sourced from healthful ingredients and contains essential vitamins, making it an ideal pick-me-up for active individuals and late-night workers alike. Its glow-in-the-dark property is derived from natural, food-safe, and non-toxic luminescent ingredients.
Task
Express the uniqueness and functionality of the beverage through branding and packaging. “We aspire to capture the magic of our glowing drink, while simultaneously promoting its healthy properties and practical applications.” • Highlight luminescence through packaging, while focusing on sustainability • Create appealing and innovative branding • Communicate health benefits
The primary consumers of energy drinks tend to be young adults and teens, typically falling in the age bracket of 18-34 years old.
Energy drink consumers often lead active, fast-paced lifestyles. Students who need to stay awake to study, athletes seeking an energy boost, or professionals working long hours. Energy drinks are also often consumed in combination with alcohol, particularly among young adults.
While both men and women consume energy drinks, studies have suggested that males are often a larger consumer group. Some reports suggest that up to two-thirds of energy drink consumers may be male.
According to Energy Drink Statistics, globally 52% of consumers drink 2 to 3 times per week or more
40% of energy drink consumers are most influenced by flavour.
Millennials contribute to the consumption of Energy drinks by 50% globally.
Inverted, rounded shapes, coming to a point in the center gives the feeling of flowing liquid, while also creating an abstract image of flowing energy within the negative space. These mirrored “waves” also double as leaves to symbolize the natural ingredients and health benefits of the product.
Deep violet, the primary colour, not only exudes a sense of boldness and vibrancy but also reflects innovation and creativity. Violet is associated with imagination and inspiration, and its deep hue resonates with the youthful energy that the product aims to deliver. The added feature of glowing under black light amplifies this theme by infusing an element of surprise and excitement. This choice is more than a visual appeal; it connects with the target audience’s longing for adventure and uniqueness.
The bright colour combinations for each flavour were chosen carefully for a few reasons. Not only do they glow under black light, they maintain their appeal in normal daylight. Through this blend of colours, the brand successfully communicates its core values of energy, innovation, health and excitement.
Using the Aqua Glow symbol in a repeat pattern creates a subtle texture on the cap for an easy twist-off experience.
