Year
2022
Project time
2 months
Tasks
Research
Ideation
Visual Identity
Overview
This project came from a briefing given by SONAE (Portuguese multinational), it was a competition, where the winning design would be implemented in the company's energy drink cans, it would be sold in the largest hypermarket in the country.
Goals
We had to think about and develop all the essential points for creating a brand and visual identity for an energy drink brand, to add to the market in order to stand out. The objective was to create the following content: branding, labels, mockups, packaging and social media.
Idea
When developing and conceiving the idea, we thought about following a totally different approach to what we had seen in the energy drinks market, thus connecting the industry, nature and animals and creating the name Animus: ANIMALS + NATURE, and giving a sound of ancient language, Latin, US. After researching Latin, we discovered that Animus meant “mind”, which works well to mark it. To define the concept behind the cans, we brought together several elements that characterize nature and the animals we used, and in the end we realized that the best representation of nature is the use of camouflage, each can with its own color to represent the different flavors.
Logo
The base typography of the logo comes from the Helvetica font, but it took some changes to reach the final typography. Bold Helvetica was used for the name and normal Helvetica for the slogan. The use of more curved letters gave a unique look, and the small touch of the “i” dot in the shape of a leaf helped even further to represent nature through the logo.
Colors
The color of the logo and the energy can varies depending on the flavor, with each flavor we associated the following colors: red in the original, blue in the zero sugar can, orange in the mango flavor, yellow in the pineapple and coconut and finally, green in the flavor tropical.
Mockup
We created several mockups that helped us understand, as an employee, mainly the marketing of this brand. We used mockups of billboards, beverage cans, in order to understand what the labels would look like on a can, we also used mockups that represented various daily actions, such as someone playing, or studying, or even playing sports, thus showing, for example , for what moments our drink would be useful.
Social Page and Publications
The images created for the social media phase helped us understand how it would work and what type of publications this brand would make. We used images of people on a daily basis drinking several of our flavors, in order to touch on people's routines. This small exercise helps us visualize how our brand would practice digital marketing on social media.
