Concept development for V Energy Drink by Frucor. Three concepts developed from initial idea using radio-frequency identification tags as a new technology, the music culture as a New Zealand context, and V Energy Drink's brand values.

1. brand + identity
concept development
mark wilson | september 2015

2. brand values
increase brand fame
new technology
RFID
social context
music culture
design
value creation
overview
This project aims to develop a design
informed by a brand and it’s values, a
social context specific to New Zealand,
and a new technology. The design will
achieve value creation in accordance
with the brands beliefs and personality.
The project will increase brand fame for
V Energy Drink by Frucor. It will achieve
this through exploring the intersection of
the brand’s values, the music culture in
New Zealand, and radio-frequency
identification (RFID) tags.

3. concept
V customers are offered a chance to
experience an exciting interaction
directly involving the brand’s major
product: a can. The can is used as a
‘trigger’ to immediately share
information within a space. This is
possible using a radio-frequency
identification tag, which is able to hold
small files such as an .mp3. This tag
can be placed discreetly on the
surface of the can, and can be
sensed by a transponder when in
close proximity.
This report explores various methods
of which this concept can be
implemented to achieve different
results.

4. concept one
sonic graffiti
This concept is centered around the
idea of graffiti using sound, specifically
music.
The experience uses ‘V-points,’ a
vending machine with a built-in RFID
transponder and speaker system. The
customer is able to purchase a
product from the ‘V-point’ or from
other licensed sellers. This product
will be a can with an attached RFID
tag that holds a small .mp3 music file.
He or she can then trigger a file
transfer with the ‘V-point’ by
presenting the can to an idicated
area - just above the transponder.
The transponder will automatically
activate the music file, playing music
into the space surrounding the
‘V-point.’

5. concept one
sonic graffiti
The RFID tag is able to use the
aluminium can as an extension of its
antenna to increase receptive range.
The ‘V-point’ is able to read the tag,
which emits a radio frequency when
triggered by magnets inside the
transponder.
A short time-delay between the file
transfer and the activation of the
music file will allow the user to make a
quick ‘getaway’ from the sound he or
she is responsible for. The music file
will continue to play even after the
customer vacates the space with the
product.

6. concept one
sonic graffiti
The music file is unknown to the user
until it is activated, bringing to mind a
kind of ‘lucky dip’. Ideally, it will be, but is
not limited to, a piece of music
composed by local or New Zealand
artists. There are many potential
opportunities that could arise from
collaboration between New Zealand
Music Month, local artists, and V
Energy Drink.
Alternatively, the music files could be
popular songs of the day, offering
collaboration with radio stations or
artists that feature in New Zealand’s
Top 40 tracks.

7. concept one
sonic graffiti
Although this concept is based
around the notion of graffiti, it refrains
from the permanence traditional
graffiti has. As the music file is
activated, feelings of rebellion and
‘public-nuisance’ will be temporarily
evoked within the user. However, this
experience has a minimal potential
for harm, other than that of pure
irritation or annoyance from passers
by or inhabitants of the same space
who might not want to listen to the
song. Aside from temporary
noise-pollution, there is no other
environmental or property damage.

8. concept two
music discovery
When this project’s implementation is
shifted from public spaces to private
spaces, the results are entirely
different.
Concept two uses the same file
transfer and activation as concept
one. However, instead of ‘V-points,’ the
customers will use a small and
portable device with built in RFID
transponder and speakers. It is used
in social environments for friends or
families who enjoy V Energy Drink to
share and discover music together.
The device suggests a connection
must be made with a can which holds
an RFID tag. When in close proximity
with each other, a file is transferred
and is activated, not dissimilar to
concept one.

9. concept two
music discovery
Again, the music files are ideally of
local or New Zealand music artists.
The concept of not knowing details of
what the file is becomes more
prevalent and more important than in
concept one. This is because it is an
entirely different contextual
environment. This encourages
discovery of new music which can be
enjoyed by a small group of people.

10. concept three
V-Move
This concept stems from the previous
two concepts. It uses the same RFID
trigger-system but additionally
implements visuals in conjuction with
sound. Customers purchase a
product that holds an RFID tag. The
tag is used as a key to unlock and
trigger a ‘V-point’ to activate a built-in
screen that ‘mirrors’ whoever stands
infront of the machine. This is
achieved using motion/kinetic
sensors. A graphic display of the
person appears, through which their
silhouette can be used to create
certain sounds. These sounds are
ideally small snippets of new songs by
local or New Zealand artists.
Alternatively, they could be random
noises or sounds, evoking curiousity
and intrigue in not only the user, but
other people in the surrounding area.
After a short while, the experience
ends, where it can be reactivated with
the next product can.

11. additional sketches, prototypes, and process images can be found at
markwilsonindn312.tumblr.com