The document discusses initial ideas for developing an energy drink brand, including music, sports, organic, and extreme sports themes. It focuses on a proposed "Music Based Energy Drink" called Rapture. Key points: - Rapture would be targeted towards club-going young adults and sponsored music festivals/artists. - Initial concepts for packaging included dark colors with bright flashes to represent nightclubs, and slogans like "The Lift of the Rapture". - A TV ad concept was outlined showing how drinking Rapture could inspire someone to achieve their music dreams, featuring celebrity endorsements. - Font and color scheme designs incorporated neon colors and a soft, rounded font style evoking club promotional materials.

1. Design for
Advertising
Developing, producing and evaluating

2. Initial Ideas
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.

3. 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.

4. Mind Map: Music Based Energy Drink

5. Mind Map: Sports Based Energy Drink

6. Mind Map: Organic Based Energy Drink

7. Mood Board
Sponsored by
Radio 1 or some
influence by them.
Club venues will sell
it as a mixer. The
adverts will be
placed in club toilets.
Rapture will sponsor
festivals like Leeds
festival, like relentless
does.
Different
flavors
I feel
Relentless’
adverts,
products will
be a huge
influence in
my final
designs and
work.
Advertising techniques:

8. 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.

9. 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 which will be Disclosure as they are young
popular DJ’s who this audience would look up to.
First Slide:
A teenage boy, the general sort of target audience teenager, will be sitting on the bench in a park with his
headphones on listening to a song from Disclosure, the song will be distantly heard, with birds cheeping in
the background too.
Second Slide:
The frame will quickly flash back when the music gets louder and the scene is of the same boy in a club,
not having a good time, with people dancing and listening to Disclosure. Someone comes up to him and
gives him a can of Rapture. “You look like you need the lift of the Rapture.”
Third Slide:
The background changes to the exploding light shown on the can and all other adverts. The boy has the
energy to dance and have a good time.
Forth Side:
He gets on the stage with Disclosure and he mixes the Disclosure song and everybody loves it. Everyone is
smiling, dancing and cheering.
Firth Slide:
Music calms down and brings it back to present day. The boy is smiling remembering that night. He is
holding a can of Rapture and drinks it and walks off.
Sixth Slide:
Showing a can of Rapture on a black screen with Disclosure saying the slogan and an explosion of light.

10. 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.

11. 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.

12. 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.

13. Soft Fonts: Harsh Fonts:

14. 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.

15. 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 it
appeal 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.