The document provides initial ideas and concepts for the design of an energy drink advertising campaign. The first idea, called qWake, uses an earthquake theme to convey that not purchasing the drink will result in a natural disaster. A mock-up design is created featuring a bike jumping over cracks in the ground. Additional ideas target health-conscious consumers with a drink called Improvise or athletes with Limitless. Mood boards and mind maps are used to explore themes, target audiences, and branding elements. Potential slogans, scripts, and product variations are proposed. Font and color scheme options are tested to match different ideas. The final design features layered earthquake imagery and the Richter scale to reinforce the theme while making the drink name stand out

1. Design For Advertising
Resubmission

2. Initial ideas
1) qWake Up-
Using the idea of both waking up and the natural disaster of an earthquake. (That being the theme of
something bad happening if this is not purchased.
Include an image of a bike in the air, jumping over the cracks in the ground from the earthquake.
Have the ‘Up’ in the title raised to imply that the drink gives you that lift.
(The Natural disaster aspect of the Drink may cause offense or be harmful viewing so there may have to be
adjustments to the design)
‘Breaking the bounds of Energy’ is an idea for a slogan as it can reflect both the bike’s parts (For the extreme
sport aspect) and the cracks appearing in the ground.
The idea of using a bike in the promotion side would be to appeal to males who are into extreme sports and
need that extra boost of energy to see them improve their level and try to be at their best.
2) Improvise-
This second idea is based upon a healthier alternative to the energy drinks and is targeting the nutritious,
health conscious audience.
The name is part of the idea that the drink is not the usual drink and it offers a slight alternative to what else is
there in the market and is not pre planned that contains all the unhealthy sugars and content that one ‘normal’
energy drink contains, Something that is made through natural produce.
The design of the can would be clean and slick with the colour Green featured to help enhance the natural
aspect of the drink. The use of symbols on the can will also help bring this idea forward, such as a leaf of sorts.
The name can help interact with the audience due it being fun, unordinary and peculiar. This therefore means
that the demographic aimed towards would be females of a young age.

3. 3) Limitless-
This idea is based upon the idea of an energy drink designed towards top athletes and those who take part in very hard
sports.
The title can help bring the audience in from the start, the idea of consuming a product that gives you an endless supply
of energy and your limits are whatever you want them to be. Therefore you being in control, which the energy drinks,
are designed to be.
Giving you that feeling that you for some reason have an edge by drinking that particular can. The design of the can will
be bright and colourful to interact with the audience. The demographic will be those of both genders who aim to play
sports to the best of their ability. This however will be of a younger age group to Idea 1.
The promotion of this will be using people drinking the can and somehow it having a better affect than the other
alternatives.
4) Limbo-
The idea of this name is that people who do not purchase it are to forever stay in the same place or not move on
whereas people that drink the Can will then move to the afterlife or to a better place.
This drink will be targeting the dark, hardcore music fans that are seen as aggressive and passionate towards their
interests. It will be aimed more towards males but of a wide age range.
Ages between 18 and 30 as the drink does not rule out certain generations.
The can will be designed in a black shade with silver text written in a custom manner.
5) Life Line-
The idea behind this is that after consuming the product you are handed that extra boost you did not have and needed
to perform your activity.
This is aimed towards the sports community and similar to that of Lucazade. It will not be gender specific however will
be in relation to a younger audience. Having images of other athletes picking you up and offering you the beverage will
promote the can.

4. Mind Maps in relation to the initial ideas
Here are basic mind maps on all the ideas surrounding the design for my can. It includes Names,
Theme’s, target audiences, colours, the composition and aesthetical features on the designs and the
purpose for the energy drinks in the idea process.
This looks to merge many of the ideas together and bring forth more inspiration to a final piece. Using
this mind map can help me understand what the theme is and more importantly who the people it is
aimed towards are and if they will purchase it.
Going into more depth helps me further understand the audience. Linking two ideas together of
Natural disasters and extreme sports can help raise awareness and provide energy when needed.
I have also created a more detailed mind map into just one of the ideas I came up with. This has many
of the aspects in the more general mind map, however goes into more depth to the target market and
explores the theme of the name and brand that has been designed.
After considering all the ideas and theme’s I felt that this particular name was the one without any
major flaws.
This was a unique idea that used both the idea of an earthquake and waking up. The mind map
explores what extreme sports the audience view or take part in, to give me an idea where I can
advertise the product.

7. qWake (Idea 1) mood board.

8. Improvise (Idea 2) Moodboard

9. The improvise energy drink is all about offering a healthier and more organic alternative to
what else is out there. It takes inspiration from Scheckter’s endeavors.
Scheckter Energy drinks have been very successful and sold large amounts of cans to those
who want the energy that comes with the drinks, but without the Toxic chemicals, artificial
flavorings and colours.
The moodboard looks into the happiness that can come with a healthy alternative. This is
an idea I can explore further as it is unique, holds something which can be taken very far
and has the chance to be very successful.
The moodboard explores other healthy
drinks as well as other sources of energy.
The use of green is what will be used on
the packaging and marketing behind it as it
reflects the natural side to the product.
This is a good angle to take because other
people will not have explored this and
therefore it will stand out and by unique.

10. Limitless (idea 3) mood board.

11. Limitless will focus more on sports that need a quick supply of energy and will not carry a
large amount of extra nutrition. The drink will focus on the brand name of limitless. The
idea that with this drink the possibilities you can do have no end and using Nike’s slogan
for their advertising campaign ‘There is no finish line’ in the mood board helps
demonstrate what the drink can offer you.
Limitless will be softer than the designs for qWake and will look towards more the
Lucazade market rather than Red Bull and monster. They both share the same idea of
being for sports, however Limitless will target males who take part in less extreme
activities such as Football.
Incorporating this idea would help give the
drink an identity. And something to base itself
around.
Research into existing drinks was a good way
to see what was already used in terms of
promotional slogans and how I might go
about targeting this drink and to who.

12. Copy/Script development-
Possible Slogan or Sub-headings
Ground breaking content
Off Balance training methods
Time to fly
Need a lift?
Shaky footing
Mind the Gap
That perfectly timed boost!
Extra Energy for those Extreme Moments
A can a day keeps the boredom away
Bring on the excitement
Wake up properly with a drink to cure the
slow
Energy when you just can’t see a way out
Can you imagine the consequences of not
drinking it?
We cure that Shattered feeling
You will definitely see the affects to it
Using a slogan that relates to the theme is a great way to
bring the point across.
Not over complicating the text underneath the name is
important as it could put the audience off.
Mentioning both the Energy you receive as well as
natural disaster that could or will happen if you don’t
purchase the drink is a great way of promotion.
Making the audience think that not drinking the product
will lead to something disturbing happening almost
makes them feel obliged to buy the energy drink.
The use of the word ‘Boredom’ is a good way of reflecting
the theme and imagery used on the packaging.
Also the way the slogans are used make the earthquake
theme exciting and this ultimately has a positive
impression on the drink itself.
Using the so called ‘natural disaster’ as a positive is
somewhat controversial, however for this audience it is
exactly what is needed to grab their attention.
These are young Males, who the majority are rebellious
and have a strong interest on dangerous sports, these will
feel that they can take on the challenge of the drink and
jump over the obstacles.
This can be represented by a bike hopping over the cracks
in the earth surface on the promotional piece.

13. A person will be failing at sporting activity and on the floor catching their breath. Then an
alarm starts to ring, the camera starts to shake and a ‘qWake UP’ can falls from the sky.
They then take a drink and suddenly get a huge boost of energy which they then say ‘Perfect
Timing’
With a voice over saying.. ‘qWake Up provides you with that extra boost of energy when you
need it most. Having a can a day will defiantly keep the boredom away.
The person then sprints past the camera man and shouts.. ‘Bring on the Excitement’
Another idea would be of someone falling off their bike, having a hard time then a person
giving them ‘life Line’ and they suddenly get back on the bike, starting going really fast then
later skipping to a clip of them winning a race which is when they say.. ‘Life Line! I Needed
that’
For ‘Limitless’ the script could involve a person climbing a building and then believing that
they do not have the will power to carry on. Until a Limitless can falls from a window and they
catch it. Which the voice over then says.. ‘Your Limits are the ones you set now’
Then the actor climbing has burst of energy and starts climbing right to the top.
The Actor will then get on top of the building and say.. ‘For Endless Energy doing those
Extreme stunts you love, why not try ‘Limitless’.

14. Ideas for possible product names could be of shortening it to qWake or using the ‘q’
as a trademark or house style. It could even be used on advertising such as ‘q up for
the drink now’. Using it as a symbol can a great way to get the brand across.
Names of drinks under the brand could be that of a set of natural disasters. With
‘Volcano’ being a red styled can that uses strawberries for example. Or Using a
Tsunami to express that refreshing effect or relate it to the surfing extreme sport
activity.
For Life Line, they could have an alterative ‘Life Line Light’ which can be very catchy if
used in promotional stunts or Television ads.
This would be a less sugary type product that is an alterative for the less extreme
sport lovers.
For Limitless there could be a set of different names under each product with still
keeping the Limitless branding somewhere on the product.
For example having ‘Believer’ as one name of a product by the brand. Then this would
include a different flavour to others however still keeping the font and style the same
even if the colour is altered.

15. Created through Photoshop, using the style and adjustment tools I created the two colour merge affect.
I first grabbed the ‘T’ tool to make the text, I later changed the font to ‘Silom’ to reflect the theme of
Extremeness. This also relates to the targeted demographic of Young Males due to its bold nature.
The next stage of development was to use puppet warp and create my own custom font. This was so it would
relate to the target audience and be much more unique.
Having a more exciting font can reflect the theme and who it is trying to get it across to.
Having the ‘UP’ raised higher is implying that the drink brings you from the depths of despair and gives you that
lift which you desired.
Using a custom font can also help tie in with a slogan that both match the theme in hand of an extreme and
aggressive way of advertising to correspond with the audience who are believed to play in such dangerous sports
or activities.
For all the high sporting energy drinks I will need to use a clear and bold approach for the font. This is so the
audience will understand what the drink is trying to get across, using a loud style helps interact with their
interests, of extreme sports and unusual types of music.
The colours used for the sports drinks will be of dark shades. Keeping the drink in relation to the audience is
important. As the target audience are Males, they are less interested in look and more into the content of the
drink and what it can do to their performance in sports.
The colour of the fonts will be having two colours merged to show some individuality in the brand. This as well as
the unique styled custom font that will be made will help entice the potential buyer.
Font/Colour Scheme development

16. Limitless
Limitless
Limitless
Limitless
This colour will be suitable to the target
audience as it is not too loud, however
will bring the title name out more.
Using a custom font for
qWake UP will help get the
theme across to the
audience.
The 3rd Font here is the
better out of the set due to
its relation to the sporting
theme and that of runners.
It has a much softer yet
polished look to it.
Having a pattern or mix of
colours on the branding of the
packaging can be a great way
to use a house style without
the need for unnecessary
shapes.
Having dark packaging
may prevent the name
from being seen as clearly.
With the use of a flame or
something in relation to
danger it can help bring
the idea through to the
audience.

17. More possible fonts for Limitless could be.
Limitless
Perhaps having a font that is not over heavy would suggest that it is for both
genders as well as expressing the sports it is used for.
The slight tilt to the font adds to the theme of speed and being able to go anywhere
you feel like by consuming the energy drink.
It is distinctive and catches the eye. (A cuchillada)
Limitless (Stencil)
This offers much more of an impact. This font is bold, strong and powerful. The
power it shows is in order to reflect the power you receive from drinking it. It is very
clear to use and when targeting both genders this can be important.

18. Possible fonts for Improvise.
Improvise (Ayuthaya)
This is a great font for an organic energy drink as it is soft,
clean and very professional.
Improvise (Noteworthy)
This is a possible font for Improvise because it is unique and
individual like the drink itself. This would reflect it well.
With other drinks, such as qWake, the font is heavy in order
correspond with the extreme sports. This is for those who
conserve the environment and their body.

19. Possible colour/shades for Improvise.

20. The use of the green shade is to reflect both what the drink is trying to do and the audience
and who they are. Improvise is a drink looking at the healthy alternative to these over artificial
products. The green for the products in creation are to be of the same nature as below.
They must be bright and
vibrant to reflect the
audience.
They are young,
enthusiastic people with
bags of energy but just
need to sustain that
through a drink.
The theme is looking at a
soft approach, In
contrast to to other
ideas such as qWake.

22. I feel the can offers large amount of technical value. The
layering of the imagery behind is a perfect example.
The pattern similar to the theme kept throughout makes
the can look that much more pleasing. The overlay tool was
used to create this effect. This was selected and placed
over the existing layers once it was imported in.
The use of the similar colours to the advert allow for
consistency and professionalism. The name ‘qWake’ now
stands out from the can whereas other existing attempts
this did not work out. It has a colour now that can be used
to all products and events ‘qWake’ sponsor. The unique
light shade of purple contrasting with the dark orange
offers something different and it is from this why it will
stand out from the other energy drink cans.
The theme is kept intact throughout production process.
Keeping to the earthquake look. The Richter scale which is
used to measure how dangerous they are is used on the
can design itself. This shows how much research and effort
has been put into making this design look great.
The white stroke allows to the
can to look much more buyable.
The previous designs looked
heavy and similar to other
competitors products. The
choice of colour makes this stand
out perfectly.

23. In order to develop my work further in the future I would need to spend much more time
researching and producing multiple copies in order to establish something the audience
would like and consume.
Through trial and error, this allows me to produce something the audience would find
appealing. It offers a unique drink suitable for the mass market. The purple and orange
combination is unusual but it is this that differentiates it from the hundreds of competitors.
The areas I feel are strong are the consistent use of similar colours, as seen the advert and
the up and coming web design. Bright colours used not only to stand out from the
packaging but to entice the audience to buy the product, which is why it is being
developed.
I also feel that the typography was chosen well. Through many experimental stages for
both qWake and other can ideas I looked at fonts and how they aim towards different
markets. A Cuchillada font is bold, clean and offers a change.
Areas I feel could be improved are the overall features. Perhaps having some shapes or
designs in the background as well as the image would have made it look much more
desirable. Also perhaps looking at the colours. Purple does stand out with the orange, but
would something playing extreme sports use this? Maybe exploring further colours would
be better if I was to do this again.