Design for AdvertisingDeveloping, producing and evaluating

1. Music Based Energy Drink• This would be related to existing drinks like Relentless, Rockstar and Monster.• They would sponsor festivals such as Leeds and Reading, Bestival, Glastonbury.• The use of celebrity endorsement will be used with artists such as Disclosure, Zane

Lowe. • The energy drink will be linked to Radio 1 and will have its own record label so it can give

people the chance to achieve having a career in the music industry.2. Sports Based Energy Drink • The product would be in a bottle instead of a typical energy drinks can so it can be used

in the gym and the drink would not spill out and so you can top up your energy rather than having it all at once.

• Bright blues would be used to keep the levels of peoples stress low and so the audience feels calm when they look at the packaging after a hard work out. It also links to it looking hydrating.

• This would be based on products such as Lucazade and Powerade.3. Organic Energy Drink• This would be based on energy drinks such as Organic Energy and Pure Rush.• It would be for the people who want a healthy lifestyle to fit in with their busy lives. • It would mainly be targeted towards women in their 30’s, a gap in the market here.• Fruity flavours and graphics.

Initial Ideas

Initial Ideas

4. Extreme Sports Based Energy Drink• Based on Red Bull• Sponsors people to achieve their dreams in extreme sports, such as bungee jumping,

motor-cross and snowboarding.• The can will look very professional and the slogan will be persuasive to achieve

something bigger.5. Flavoured Energy Drinks• The drinks will be based on crazy new flavours.• It will have a young audience, this may cause issues when looking at advertising.• Graphic images and a bright can to make it stand out to a young audience.

Mind Map: Music Based Energy Drink

Mind Map: Sports Based Energy Drink

Mind Map: Organic Based Energy Drink

Mood Board

Copy/Script Development

My energy drink is going to be based around a music genre. When I did my research on energy drinks I recognised a pattern, they all were endorsed by a certain sport or entertainment such as music. I want my energy drink to be based around music and for the brand to sign artists up to their record label. Names: Rapture, would be the best name for my product. It means an intense pleasure or joy, coming from the French meaning of carried away. This is the feeling you would get if you have this drink. Rapture also has a religious meaning too. “The carrying of a person to another place or sphere of existence.”I also thought of names such as Stimulation, Escape, Infinity and Push. These are all powerful names that could be used to advertise a clubbers energy drink. But in the end I thought I would choose a short, powerful name like Rapture to express the ecstasy feeling you will get when you have this energy drink. Potential Colours:I will use dark colours to show the club nightlife, but bright flash of colour over the top to show the bright lights in a club and to also make it stand out on a shelf. These bright colours will be blues, greens, yellows and reds. The colour of the name will be a simple black and white colour to make it look slightly professional against the bright colours. Potential Slogans: The Lift of the Rapture. Rapture the Energy. Be the Rapture. Feel the Rapture. 

Copy/Script Development

Script:In my TV advert I am going to make it very inspirational and make it look like if you have Rapture then you can achieve great music. There will be a celebrity saying short international sentences to make you feel inspired to do and make music just like the inspiring artist.  

Font/Colour Scheme Development

Colour Scheme:I would like to have a dark background for my energy drink can and then have bright flashes of light bursting through to show the dark underground scene and the lights in clubs.The bright colours will also make it stand out on the shelf in a shop. Black will be my base colour and then I will use bright reds and oranges for one flavour can and blues and greens for another. These colours will link with the urban clubbers scene.

Font:The font I would like to use would be a distorted serif font so it looks as if some of the letters is coming apart from the main part of the name. This gives it an urban effect which links to the target audience. It also gives it some graphic to the name, if parts of the letters some away from the main letters they can produce a background graphic for the name to sit on. It will give it a powerful push-out to the name making it more visible.If I do not like this font I will then choose a different font, a softer one that is recognisable on club’s leaflets. They usually have soft edges and very

rounded so they don’t look too intimidating.

Font/Colour Scheme Development

By using a colour chart I have found the bright colours I would like to use that would contrast against the black but would work well together if they were placed in this order. Even if I did not use all these colours on one can I would make multiple cans with different flavors and celebrities advertising them and each of these main colours will represent a flavor. The reason I choose these colours are because they are bright and look like the colours that would be shown in a club with the lights.

Here are some colour swatches, some of them are from a coloured light sauce, but it was the only way I could show the bright glow colour I want to show on the can. I want the can to look like a can you would find at a party or club.

Harsh Fonts:Soft Fonts:

Font/Colour Scheme Development

I have chosen to go for a softer font and go down the club route. I like both of these fonts, therefore I am going to show the pros and cons for each font to help me choose which name/logo font I should use.

Pros:•Looks like a font you would find on an urban clubs poster, fits with my target audience.•Would look good in lots of different colours.•Recognizable. Cons:•Cannot be used in both capitals and lower case.

Pros:•Unusual and will be recognizable.•I like the style of the “R”.•I like how all the letters roll into one.•Can be used in both capitals and lower case.Cons:•Looks very American. It looks more like a baseball logo rather than an energy drink.•Doesn’t fit in the urban theme.

Font/Colour Scheme Development

I choose to use the club soft font to attract to the club land scene as it looks like a font that would be used on flyers and posters for an underground club where the target audience would be on their nights. The only problem with this font is that it does not use capitals and it cannot be used in a very small size. I may need to use a different font for the smaller information on the can.

I really like this font with a glow around the edge as it makes it stand out more and makes it look important as it is coming out from the background. I tried the font out in other bright colours and a reverse black and white. The colored fonts look too bright and the purple feels like it will appeal to more of a female audience when I would like to appeal more towards men. The reverse of the black and white

makes the font look a lot more softer, and I still need to make itappeal to the urban underground audience. Therefore I have gone with the black as the main colour and a white glow making it stand out. It is very simple but it means it can be placed over bright colours, and if I need to place the logo on a black background I can still use the reverse.