Tasks

1. Design for Advertising
Developing, Producing and Evaluating

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) 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.

3. Mind Maps
Here is a basic mind map 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.
Here above is a more detailed mind map into just one of the ideas I had come 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 explores what extreme sports the audience view or take part in, to give
me an idea where I can advertise the product.
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

5. Copy/Script development- qWake UP
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 obliged to buy the 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 will be represented by a bike hopping over the
cracks in the earth surface on the promotional
piece.

6. 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 a extra feel of life 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’.

7. 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’ or along them lines. 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.

8. 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

9. 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.

10. qWake (Silom)
qWake (Thonburi)
qWake (Impact)
qWake (Lithos pro regular)
Out of all the many fonts I experimented
with I found these four to be ones I will
consider using in the design process of
the unit.
They are all different, however share
many similarities such has who they can
be aimed towards.
I like the third font called impact as it
does exactly what it is called, and for a
target market of young males I believe
that could work well, as it is bold, in
your face and aggressive.
The first font has similar aspects from
impact, however it has a more polished
look to it and could make the name
stand out among some very large
imagery.
The last font explored here is all
in capital letters. This can be a
good way to express the drink as
it is loud, very clear and has a
dangerous feel to it.
However, this does not let me use
the ‘q’ which is considered as my
house style so it may not be the
right font to use.

11. Possible Imagery and colours
Images I will consider using are that of
natural disasters or those which are
related to danger so they relate to the
theme and target demographic of young
males from the age of 18 to 23.
Possible colours that could be used are
that of which are associated with danger.
Colours such as Red, Yellow or orange so
they can reflect the ideas that are
explored with in the imagery on he cover.
The use of a flame or some natural
disaster such as an earthquake can make
the buyer feel as if they are almost forced
to purchase the drink as they do not want
anything stopping them from fulfilling the
best of their ability in a sporting activity.
The font colour will have to match
the shade of the can so if I was to
choose a black and orange styled
design, the font would have to be
orange or red to suggest the same
theme and that of danger.
The idea of extreme sports can
relate a drink such as this.

12. Product packaging development
Here is the original idea concerning the design
of the can and more particularly the
compositional features of the name and
imagery used.
I have taken one of my initial ideas and
experimented by placing the name on a basic
can template.
However, I decided that the Name ‘qWake UP’
was too long for a can and may put customers
off. I found that the name could be shortened
and still keep the same identity.
Using the ‘q’ in such a large size can help
provide that idea of waking you up and also,
giving you a lift.

13. Here I have developed further on the can
design and decided to import a sourced
image.
The idea behind this was to try go back to the
idea of giving you a lift and this can imply
that it is fueling you up when you need it
most.
Due to the audience being that of a young
male demographic, this idea of danger and a
quick source of energy will relate to them and
they will be more likely to purchase it.
Having the Image warped helps enhance the
idea further. The top left of the image being
curved higher gives the impression of
something unusual and again, a lift. All
psychologically telling you that buying this
drink will make you feel energised.

14. On this design I decided to focus on the ‘q’ in
much more detail. Dropping it down was the
first idea to make it look as if the letter itself
was creating that hole, therefore implying it is
waking you up by using extreme ways.
Extreme advertising to reflect the extreme
sports the target market take part in.
The change in shape on the ‘q’ was created by
going through the Edit tool bar on the top of a
Photoshop document, going into transform and
warp.
I then chose the ‘Squeeze’ option on the
letter. This is so it creates the impression that
the drink is taking giving you every last drop of
energy.
I have also used the ‘Levels’ tool to help bring
the colour out of the image more. This is to
entice the audience as they are seeing more
shades and it looks more aseptically pleasing

15. In this design I wanted to try and portray a
more sporty can.
Using the wave type style of the image at
the top can help give the audience the
impression that it is indeed what they are
looking for.
The sporting aspect is shown in the name as
well with the use of the wave type tool
which is found under the warp and free
transform tools.
Having all the text and imagery moving gives
the audience and potential buyer the
impression that it could get them moving
and give them that energy needed for their
sporting activity.
Raising ‘Wake’ up higher is important so it
stays in line with the ‘q’ and is it vital the
audience reads the drink in one word to
gather the same understanding.
Having the image higher up helps
remove unwanted white space
that appeared before.

16. In this design I wanted to incorporate two
aspects of danger and what is associated
with the natural side of the world.
This can help relate to the audience due
to the fear factor which they face in the
sports they take part in.
The use of the fire not only helps fill in
the white space that was there, but it
also gives more detail to the can as well
as making the name stand out more.
In relation to the name, the colour code
has been changed to match its
surroundings. If this was to be part of a
final design the other cans that would be
made as part of the theme will change
and vary in colour, however the
positioning will remain the same as will
the font of ‘Silom’

17. Here I have started to explore different orientation.
I have attempted to use the name on a landscape
angle.
Using an unusual style text position can help relate
to the surreal themes.
I Have also experimented by moving the elements of
imagery. Swapping the Flame to the left and
covering the letter ‘q’ can be a good way to show
the shades together.
However, I believe that having a portrait can styled
text will work better due to the name being much
more clear and does not make the young audience
think too much about the energy drink.
I do feel that the angle adds something different to
the design, however I feel that there is too much
colour at one side of the design and there needs to
be an equal amount on each side, therefore the text
should be going from left to right.

18. *Not to Size*
The idea of this
basic flat plan is
to show what
exactly the can
will contain on
it.
The size will be
of a small
nature, similar
size to a regular
Coke can.
The collar and
rear of the can
will both be
black. This is to
keep in relation
to the dark
shades the
design already
has.
The front will contain the image that has a slight tilt to it,
rising higher at one side of the can.
The Nutritional Information aspect will have the required
numbers, however will try to keep it clear and concise to
keep it relating to the target audience. The back of the can
will be similar to the front, using the title and fonts in the
same position. A slogan will also be used. (In the same font)

20. I have decided to go for a more simplistic yet
more relevant to the theme I want to get across
to the audience.
Using a stylised can such as that can be very
visually pleasing to the buyer.
This was created by selecting an image,
importing it and then warping it over the
template of the can.
The warping tool was used again from the last
design, however using it all over the can rather
than a small section and the actual plain texture
rather than an image.
This look much more like an energy can you
could see as it keeps to one style.
The text to go the can will be of a similar colour
to it but still keeping the same font as what will
be in the advert.

21. On the previous slide I used a slogan that I came up with in the idea generation
stage for the script and text that could feature on the product.
I believe that due to its simplicity it will interact more with the target
audience, rather than something witty.
The ‘Lift’ aspect is a theme running throughout the design and unit. The ‘Lift’
of energy you will receive.
The previous slide is a flat plan of a possible design I could make during the
design process.
The use of the two colours, Orange and Black only go further to explain who the
drink is aimed at. The orange as well as the fire help enhance the idea of
danger, with the earthquake representing the name as well as implying that sort
of disaster will happen if you do not purchase the drink.
The slogan relate to this image and that of, if you consume the energy drink,
you will ‘qWake Up’ and be given a lift, out of the natural disaster and given
that extra sense of power and achievement ahead of others.

22. Task 6: Advert Development
Here I have taken a sourced image, I imported it
into Photoshop through the Place tool found in
‘File’.
I have used this image as it best explains what I
want to get across to the audience and how I want
the energy drink to be portrayed.
Here I have taken a small screen Shot of the adding
text process.
I used the ‘T’ to first get the tool on the image.
I then started typing the slogan I came up with in
the pre production process, and then later changed
the font to the same house style as the can (Silom)
Later I then decided where to position it. After the
text was chosen I wanted to incorporate the can
itself. Using it underneath the the man jumping
implies that this can is here to give you that extra
push should you need it in order to reach your goal

23. Here I have taken further screen shots of
the post production techniques I am doing
during this part of the unit.
I used both the Levels and Saturation
adjustment tools in order to manipulate the
colour and shade of the image.
After importing the image, it was not
bringing the best colour out of the piece and
in specific parts as well.
For example, the added artificial light
located near the can is important as it is
drawing attention to it.
Even though it has been altered to a low
opacity, it is still a main part of the advert.
The Levels are controlled by pressing The
shift key and ‘L’ whereas the Saturation can
be accessed by the shift key and ‘U’

24. Here I have used the Warp tool to change the size of the image. This tool is
created by selecting the main layer (Shift and T) then using the first tool on the
left where the arrow is.
This helped me enhance the energy drink underneath.
Moving the cliff downwards gives more room for the drink
to be seen.
After the Warping has finished and you have stopped
dragging the corners then you select the ‘Tick’ tool
just to the right of the warp one.
The purpose of
the effect on this
piece is that it
helps give the
impression that
the person is now
getting the
required speed to
make the jump
over.
This as well as the
Slogan helps make
the point clear.

25. I feel this design is thinking too much of he theme for the design of the
background and after ding more research I feel having a more simplistic
background image can bring the energy drink out better.
I feel that having an image of a person jumping and the slogan as well suggesting
the same it may be very forceful to the audience and ultimately out them off.
I liked the idea of warping the images to make them more surreal and unique,
however finding an image that is in more relation to the theme can be better,
something that is associated with both Earthquakes and giving you a lift but in a
more subtle manner so it is psychologically inserted to the viewer.
I feel as the target audience prefer a much darker shade, the colours used may
not have been appropriate to who the product as aimed at.
Looking though many Extreme sport adverts, I found out that all the drinks
focused on the colour rather than the content itself.
Having a simplistic font and background may be seen as a boring and less
exciting but perhaps the target audience is more interested in what it can give
them.

26. Another idea for the Advert is that of
using a background which relates to the
theme and audience who is is aimed
towards.
As it is the first idea of the
development stage it does not have the
full content such as web links or social
media sites.
The font is the same on the packaging,
however it has been made slightly
lighter to blend in with the low opacity
on the can template.
I prefer this background as there is less
happening and makes the can stand out
more due to its sheer size and
positioning.
To bring the colour out of the can I wanted
to use some natural aspect to relate to the
brand name.
Also, instead of having a slogan that suggests
the lift you receive I feel having the
background image in outer space can provide
that in a more subtle way.
The use of the new slogan is to suggest that
the drink gives you a feeling that you can
jump as high as you want and there is no
limit to how far you set yourself.

27. To create the extra brightness
on the can I used the contrast
tool found on the right hand
side of the Photoshop
document.
This was found just above the
layer sections. The idea behind
this was to just enhance the
product even more.
As it this is just a first draft it
is just the imagery and slogan I
wanted to focuses on and later
developing upon it.
I like how the background of
the advert shares the same
theme as the product and that
of an extreme style.
The target audience will be enticed by this
due to the loud manner, this is an exciting
advert that makes you want to buy the drink.
To develop this advert rather than the other
design I would add some text to the bottom
right including both Twitter and Facebook due
to the age range targeted being of that
demographic.

28. Here I have developed further
to the idea, I have decided on
the background now, however I
felt that alterations were
needed for both the slogan and
how it was portrayed.
I wanted to include the name in
the advert but through the
slogan rather than take up more
space on A3 promotional sheet.
Incorporating it into the slogan
now gives the reader the name
of the brand as well as what it
can offer you.
Using the ‘twist’ tool after
selecting the text was a good
way to show the slogan off
more than what is was doing.
The advert was trying to get an exciting and
vibrant brand across and plain orderly text was
not showing that off enough, so tilting the text
makes the drink look very intriguing now.
The audience is that of young males who play
extreme sports and I feel that this ad does
target those, if not by the slogan then the
imagery used.

29. The use of the social networking sites
being added to the bottom right now
starts to put the advert in place and is
shaping into a good way of promoting
the energy drink.
The image itself was chosen well
because the light is spread out in one
section of the piece so I was able to
place place the energy drink and name
of the can under the bright shade.
Using the name in the title helps me
place it over the product so it can be
easily acknowledged.
The can will be developed upon for
later designs. I feel that the
composition of the can was good due
to being large enough to notice as well
as not taking the attention away from
the slogan.
The use of the opacity tool helps bring
the light through the can better and will
be considered when the final product is
placed in at a later time.
The font colour was chosen to stay along
the lines of the theme and shades chosen
on the can itself.
Having lighter tones again helps keep the
piece together with the colour overlay
supporting it to make sure it is still
readable.

30. I have changed to font to Comic
Sans MS. This is because I felt
that it suits the tone of the
piece better and blends in well.
I also kept a slight tilt to the
text but decided to alter it as it
needs to be read still.
I imported the image again to
make it better without any poor
resolution.
I then held the shift key whilst
enlarging to retain the correct
proportions.
Using a more flat style to the slogan
provided a sense of professionalism
as well as giving the quirky edge
that appealed to the specific
demographic aimed towards.

31. Inspiration
This swerve at the bottom from Coke is what inspired me to add something a
little more creative to the advert, especially working with darker backgrounds.
I also liked the minimal text and the idea that less is more applies here. The
required content is included but the lack of any additional text is what I want to
reflect in the product and hopefully the target audience will relate to.
The buyer wants a drink that will give them the required energy to see them
complete a sporting activity at a high standard.
Having just enough energy in the drink can be
seen with having just enough text in the
advert, or just enough in the product itself.
They are designed to let the audience know
that no added preservatives are included.
The use of the orange text on the dark
background was something I felt worked to
help show the product.

32. Here I have been adding the
finishing touches to the
design, that of using the ruler
lines provided which can be
found at the top and side of a
Photoshop document.
This helps me adjust the text
so that it is of a professional
standard.
In relation to adjusting, I split
the slogan up into two
sections.
This as so it can be easier to
identify the product, having
it in a different font and size.
And also so it helps fill the
white space on the right hand
side of the image.
Using similar colours for all the text but having
a hierarchy in the size can help the viewer
understand which parts are the main and most
important and which are less so.

33. Task 6: Final Advert
Here is the final advert
where I have placed the
actual product in the
position where it had a
template.
The light does not work as
well coming through the can
now as I wanted to keep the
opacity relatively at full
strength.
This was to not false
advertise and make the can
look any different to what is
is on the shelf when selling.
Having it in its same shade
can help the buyers
recignise what they have
seen from the advert.
I have added further Hue changes to the colour as I
felt it was too yellow.
Keeping it within the shades of the text colours was
a better way to present the piece.
It is important to have the actual drink in as the font
has changed and there needs to be an identity that
is made clear. Using the Silom font in the product is
the best way of doing so, not the Helvetica slogan.

34. Task 6: Advert Evaluation
Technical qualities my work possesses is that of a good use and understanding of Photoshop and its tools,
such as warp adjustment. The work also has shown the clear use of the Levels and Saturation to help
enhance the colour out of a specific image.
The warping of the can’s layering was very detailed as I wanted to create something unusual that met both
the target audience and what theme I was trying to produce for.
Using Command T, and selecting warp to move what was a rectangular image into something that merged in
the can was a good way to show creativity In the advert.
Then using the Rotoscoping tool to round off any unwanted image was a good way to smooth it off and
make it look that more professional.
The use of the Title can be seen as a technical aspect to the product due to choosing, adjusting and then
later retaining it as a house style. There was many stages of development to the slogan and the font size,
not to mention the colour or shade that was to be used.
Splitting the slogan up into two sections and placing the Name ‘qWake’ in a slightly raised position using the
Command T and rotating tool above was a better way to get the product across. This was as I stared to
realise my intentions and who it was aimed towards as an energy drink. The Young Male market needs to be
excited and driven to buy the product.
Having bright colours can help to entice them.
By adding extra saturation to the can after I reduced the opacity I believed was a good way to bring more
attention to the drink. Using such an exciting colour can help suggest that is what the drink can bring you if
consume it. Energy that can help you go for hours in your sport.

35. Aesthetical qualities that my can holds are that of being very colourful and
vibrant. This can only attract more of the targeted demographic.
The use of the colour was executed well due to keeping similar shades
throughout the text on the advert as well as being similar to the can itself, this
all on a dark background helped it all stand out that much better.
The colour was altered with importance such was the size. Using a brighter
shade for the name ‘qWake’ helped show the viewer what exactly the drink
was. The next piece of text was the remainder of the slogan, up to the
excitement’ this was in a more darker colour to again suggest its importance to
the advert but being large helped show where exactly it ranked.
The social media links at the rear of the advert were in small as they are not
something that needs to be enlarged, they are something to help the reader
once they have decided they like what they are viewing and may consider
purchasing it.
The slogan itself was developed upon throughout the pre production and
production stage itself. It was later decided tat incorporating the name in the
text could be better to show the viewer what the drink is in terms of an energy
drink. With the background supporting the waking up feeling.

36. Opportunities to develop further would involve researching energy drink adverts
in more detail to receive a better understanding of what a good promotional
image has in it. I would then if I had more time, take part in a focus group or
discussion between peers about what works for the product in terms of colours,
slogans and names.
I would also consider making a small draft of what the product will look like and
taking it to one of the targeted people the drink is aimed at to see if it appeals
to them, if not I will find out why and alter to something which is more
appealing.
In terms of production I believe I could have chosen the advert background
image quicker to help give me more time in producing the text and deciding
where everything will be placed.
I would also have liked to develop upon the text more, as I feel I could have
made something much more exciting to reflect the drink and who it is aimed
towards.
I would also have liked to explore much more positions for the can itself and
maybe consider placing it in and the advert in a more vertical position.

37. I feel my final piece is fit for purpose. This is due to not only producing something that has met the brief and theme I set
myself, but contains aspects that relate to who I am aiming the energy drink towards which can be considered as a
success.
These aspects such as the imagery. The use of a picture that is beyond earth helps relate to those extreme sport athletes
who like such adventures and heights for the sheer thrill.
Bright Drinks have asked our company to both look into the market and develop and specific strategy to promote the
energy drink they want to produce.
I feel that enough research was taken to get a good grasp on what appeals to the target audience and what promotional
ways you can help retain interest in that product with such great competition and lack of market share to get, with such
high brands already having large amounts of it.
‘You will decide on the target market, get to name the product and create the first advertising campaign’
I feel I have created all these to a high level. The target market was researched upon and I felt aiming towards young males
was the best way to go about doing so with them being the highest consumers of energy drinks in the UK.
Also, basing the product on extreme sports was a good and reliable path to take due to there already being success with
such drinks. The name I felt helped bring out the theme better than any others would. The use of ‘qWake’ shows a creative
side that relates to the young audience.
Using the Wake up aspect as well as a natural disaster can bring out that ‘Aggressive, fearless’ target market. The advert
was to correspond with all the ideas leading up to it and it did exactly that as well as merging them in together well.
The name being placed above the drink straight away suggested what the drink was called. Then the use of the background
helped suggest who it was aimed towards. The colours used helped bring out the main important aspects and therefore
gave the product that extra added ‘Energy’ with the specific colours.
The slogan reflects the background and theme. In terms of background, the waking up aspect and the theme, the
‘excitement’ side to it. ,

38. The areas of planning and development hat I believe worked well would be that
of the research side. Looking into energy drinks in pre production was a good
experience as it helped me get a better understanding of what Bright Drinks are
after for a energy drink.
I got the knowledge of the market, how fiercely competitive it is as well
understanding how to promote the product, less being more.
This planning stage is considered to have gone well due to playing such an
important part to the finished product. Without looking at previous work I would
not have got the inspiration to do many of the aspects I did.
Such as Coke and their branding strip near the bottom of the advert. As I know I
did not produce anything of that style on my advert I like to think that the wave
effect was an inspiration to the text I had on the piece. Before researching and
developing I settled for a font and position.
After looking at work such as this It clicked that in order to
appeal to the audience, especially a young age range, the
advert needs to be exciting. So even just a slightly titled
Text can help interact with the demographic.

39. Development that worked well I feel was the background of the adverts' design.
I began with an image of a person jumping (Slide 24) from one cliff to another.
However I felt that there was a lot happening in the image and when comparing to adverts out
there already I realised that I needed something with the same idea and theme but more subtle.
The idea behind this first background image was that I had placed the can underneath the person
jumping to create the impression that it gives him the lift to get to where he wants to get.
The development of this was seen as I took the low opacity can and incorporated It in my next
idea. This time using the sun behind and added light through Hue/Saturation to make the can
more obvious as before it could not be seen as clearly without making the piece look odd.
I felt that using a better slogan with something more specific to the the target audience rather
than the general energy drink market would make the brand more unique. In my first design, I
used one of my many slogan ideas of ‘Need a Lift?’ this I felt worked to the imagery I had used at
the time, but perhaps looking back that does not bring the best out of the theme and not related
to the audience in hand.
The next idea I produced included the slogan ‘qWake up to the excitement’ this was not only
more lengthy, but it provided a much more unique brand and something that stood out rather
than the last slogan.
Using the brand in the slogan was something that was not used often when I looked into the
adverts, however this time I felt that using it could not only make the advert more spacious but it
would give the reader the exact information they need.

40. Areas of planning and development that could have had more work done to them
would be that of the colour and font selection.
I feel that experimenting further with what I could use in the production stage
would have left me with more time in the adjusting of the composition rather
than finding a suitable size or colour for the text.
I also feel that I could have done more to show development of how I got to the
theme in the first place, for example shown research of adverts in that specific
segment within the energy drinks, that of extreme sports.
From that I could have possibly taken further ideas which could have improved
the quality of the piece. This would have gone one step further to make sure that
the brand and energy drink is suitable for who it is aimed towards
The planning of colours. If I had spent more time understanding the shades and
which go with each other and which don’t the production process could have
been more efficient.
Instead I spent a large portion of the hours given choosing which colours
represented the theme the best and how the shades would stand when compared
next to a black background.

41. The previous slide suggested looking into more specific
energy drinks aimed at the same audience in order to
improve the work.
Here is one of many red bull advertisements for their
energy drink aimed towards extreme sport athletes.
This simplicity is what helps give the impression of who it is
aimed towards.
Using a gender specific colour and a male holding the drink
can imply who it is aimed towards without actually saying it
in the text.
This is what I tried to create in my design with the use of
the Name, slogan and imagery.
The two colours used reflect that of the can and provide a
polished look to the advert. Again, this is something that
has been reflected in my piece however could have been
made more clear with the use of a bigger font size.
I could have taken inspiration in the position of the can.
Being in the centre without anything surrounding it
suggests that it is of great importance and that can alone
provides everything you need, hence the slogan there of
the ‘only shot that gives you wings.

42. Before I chose my background image this
particular one for glow inspired me to choose the
one I did.
I was after imagery that reflected what I wanted
to get across to the target audience.
The aspects I liked best out of this was the colour,
the sharpness of orange around the can makes it
stand out so much more and gives it that
presence.
Using bright font colours as I have helps the reader
to see text when over a dark image.
Using little text in relation to the image provides
that clean sharp and professional look to it.
The similarities between the two are that of having the energy
drink the main focus with the text in small orange font.
The enhanced colour on the can helps it stand out from the dark
imagery. Using an image that is related to the demographic can
only appeal them more to the drink.
However, where I feel I have differed to the ‘Glow’ advert would
be that I wanted to make the brand very clear and who it was by.
Using that can make sure the viewer does not forget it.

43. I believe my development stages had a huge effect on the result of the final advert.
This is due to being able to explore and find new ways to present the work and
without trial and error the work that I have created now would not have been as
successful.
Experimenting with different layouts, colours, fonts and orientation can help you
improve as I did. I was able to use many aspects from each stage of the production
process and this can help show the development throughout the work.
Without this development you cannot support your ideas and have a strong
reasoning on why you chose a certain colour or font. As I tried multiple fonts from
custom and creating my own to the quirky and then the simple yet effective style.
I believe going through the development stage has made the work stronger.
However, I feel that there was possibly too much time spent on the pre production
and development of the product.
This is due to having a very small period in the design of the final piece. As it was
incorporating the ideas I had been thinking and designing it sped up the process,
however I felt to make the work more aseptically pleasing it would have needed
some extra experimentation with every aspect on one page.

44. Task 7: Product Development Stage one of the developing process was to import
the image into Photoshop as its original size.
I then needed to mark out the spaces between the
text and what was to be cut off when applying the
piece to the can.
Leaving the right amount of space was vital as the
text could be cut off.
The experimental side of the text was next and
finding out which colour went with the background.
I decided to use white text as it stood out best and
could work well as the text on the front was going to
be of the same shade.
The title was next to sort, in pre production the font
‘Silom’ was looked at as the final choice and I kept
the same one. This was keep some consistency. The
advert did not contain the same font style as it was
decided that it was not clear enough for what that
was trying to get across. For can packaging it is
appropriate.

45. The ‘Energy’ in green underneath is to make sure the
energy drink aspect is noticeable.
The colour was chosen to make it stand out but not in
the expense of the title. Which is why the opacity and
size was decreased.
Adding the correct text in the content of the drink was
important as it needs to look professional.
This goes with the barcode also, using that located
near the rear of the can makes it look very realistic
and something you would see on the shelf.
Including text on the back of the can was important
but also on the front. The use of the ‘200Ml’ is
something of a must when producing a product. Making
sure you say how much it actually contains.
The text was all brought down underneath the name to
again show importance. Using the rulers provided on
the side I was able to located the middle and make
sure all the text was correctly in position.

46. After the flat plan of the can was correctly in
place, it was time to layer it over the energy
drink template.
After saving the piece under a JPEG file I then
opened it up through the ‘file’ and ‘place’
sections of the software.
I then placed the image I had over the can. I
then rasterised the before using the Polygon
tool to trace over the piece and cut away
unneeded imagery.
I did this twice to produce the front and back
of what the can will look like.
In order to make the can look more metallic I
selected the ‘multiply’ tool found above the
layers on the right hand side.
This blended the images together and made it
look much more like a can.
I then turned the opacity down on the image
due to standing out too much.

47. Developing the idea and
creating a ‘Zero Sugar’
product.
First I removed any traces of
sugar in the content at the
back.
I then focused on the text and
its colour.
Using text of the more formal
style rather than part of the
‘Silom’ name helps create the
impression that is part of the
same brand but a new version.
Using a different colour for
the background enhances the
idea of being a new product
but still part of the same
brand.
Using the same fonts and positioning is what
keeps the can looking as if it is part of the same
brand.
Using the same text but only adding the
required information for the product is what
helps make it noticeable like the other original.

48. Here are the editions of the cans. You can see
that they are simplistic yet effective.
The target audience targeted at would want to
consume the product due to its unusual look. The
use of the different texture for the full can
reflects who it is trying to sell towards.
Using something as simple as this with the
minimal text is what the young males who play
extreme sports are after. Something that offers
them energy when they need it the most.
Having another variety made helps
show that the brand is willing to reach
out to all of that demographic and
have something for everyone.

49. Creating a competition
for the Special edition
can was included in this
design because it needed
something to both
attract customers to this
specific can but the right
audience they aim
towards.
So the use of the
‘Formula one tickets’
was a good way to entice
the buyer.
Also on the left hand
side, the inclusion of
both the Recycle logo
and contact information
makes the can look that
much more believable
and something that could
be sold.
Having the competition in white text was important
so it would reflect the other text and create a good
symmetrical balance.
Having too many colours or font sizes may scare the
buyer off as it will not appeal to their taste.

51. Task 7: Packaging Evaluation
The technical qualities of the work are that of the use of specific Photoshop
tools. In relation to the final design on the can I would say the technical aspects
that hold a great value would be that of the Opacity, Multiply and Rotoscope
tools.
On their own merit very simplistic tools however when using them all together
to a level it creates a good effect.
After making the can design on A3 and placing it over the can template, it was
important to retain the correct size, so adjusting the opacity to a level where
the lower layer was seen was a must.
Using the multiply tool which was found above he layers helped enhance the
idea of the metallic aspect. This tool also helped seeing the layer underneath so
the Rotoscoping of the can would be easier and look much more professional.
The Rotoscoping is considered to be a technical quality to this specific unit due
to its importance on the overall look on the piece.

52. The aesthetical qualities of the design would be that of the imagery used on the can. In Energy drink
terms, no one had their own personalised can, by that meaning in the research I found no cans looking
like the name of the brand and theme all in one.
I saw Red Bull and how they incorporated the Bull in the logo. I then looked into Monster who had the
Huge ‘M’ on the drinks, so I decided that for the house style in this particular design, using the
background can help retain a sense of originality in the work.
This was the thinking behind the font also, I consider the font chosen for the ‘qWake’ name to be
aesthetical pleasing. This is due to being eye catching and relevant to the audience it is aimed towards.
The black shade blends well with the dark theme of the can and provides the audience with a specific
market that can
consume it.
The colours used are part of the qualities in this unit. All the main text on the front has been chosen to
stand out but not take anything away from the theme, therefore all of a dark shade to suggest the
male market.
The use of the different fonts and colours on the can was created to a high level. This is because it can
show importance not just through its size but with the decreased brightness.
For example the green ‘Energy’ being taken to an opacity of 73. This is so the brand name of qWake is
the most important, hence its bigger font size.
The font for the name was different to the font for the text in white that explains the can because the
name is meant to be of a theme that relates to a younger audience whereas the text is important and
needs to be read.

53. To further develop my work I could have spent more time researching energy
drinks, their slogans, colours and images' used. This would have helped me produce
a much more professional and very pleasing to look at piece of work.
As I feel my work is up to a certain standard this is not an aspect I feel was in
desperate need for change, however a greater use of the market to look at similar
cans would have made the preparation into the final can design easier to deal with.
My can was aimed towards a younger audience, that of who take part in extreme
sports on a regular basis. So the thinking behind the look of the can was to make it
look dark, colourless and something that you would not usually find on the shelf.
When looking at Lucazade, Mountain due and Red Bull, these target males in the
same demographic however use colour to grab attention.
This can was aiming towards a niche market of those aggressive, rebellious young
males who want to perform at their best and feel drinking a can of energy will
provide this. This was the reasoning behind the lack of colour.
However, looking back and suggesting further development, I believe an
experimental stage of colourful cans could have been useful even to just rule out
that possibility.

54. I believe the final pieces are fit for purpose. This is due to meeting all that was
asked for from ‘Bright drinks’.
The can includes the correct content and all that is needed for a energy drink.
The design of it can be seen as very simplistic but this is due to wanting to reach
out to a certain demographic not that of a unfinished product or lack of
planning.
Enough research was taken to understand what a can should look like when
aiming towards a audience.
The use of both the background imagery and font helps suggest who the drink is
aimed for and with the added text and the bottom of the front side only
enhances this idea.
‘qWake, designed for those who need energy in extreme adventures’ This idea of
‘extreme adventures’ almost single handedly shows the intentions of the drink.

55. The areas of planning and development that worked well was the selection of the font and
colours used.
The screen shots to show the process can be very helpful in understanding how difficult it
is to select an appropriate shade for the can.
The planning side was very detailed in preparing for the final design. Multiple varieties of
the can were made including different orientations, sizes and colour.
The can had originally started to be in a orange font with a black background. The use of
fire was also an idea. Before that the idea generation brought up a can with both fire and
an earthquake on the can.
Compared to now you can see the development, such as the font remaining the same and
also the earthquake theme incorporated in the can.
This came at a cost to the fire design, the use of the bigger ‘q’ and the
size of the can. It had began with a larger and thinner size similar to that
of the ‘Rockstar’ energy drink, now it is similar to that of the ordinary
coke can.
The trial and error side of the
planning I would say worked the
best due to helping me get to a
final piece.

56. Areas of planning and development that could have been experimented with was that of producing different styles to the
final product.
Once I chose the earthquake imagery for the can, I could have spent time producing a set of different designs that
included the brand name.
This would have helped give the development aspect a little more depth to it and show that this task met the brief.
In relation to the planning stage to the final can, using a variety of colours and fonts and perhaps another mood board to
bring ideas together could have helped in selected the design.
Asking for peer feedback was another option that could have given the work a boost if more time was given to produce
the cans again.
I feel the development stage had a great influence on the final product because without experimenting with certain
colours or font I would not have created a design that I am happy meets what was wanted and that is something the
demographic would consume.
More specifically the development of the text. Using a larger ‘Q’ for the brand name was something that could have been
used in the future should the can have success and it would have been a house style that was recognised.
The use of the text colour was also good to experiential with due to orange not being a male specific shade. The text for
the slogan was something I felt was in need to development, the use of original ‘Need a Lift?' for me did not work as it
was not specific to the can and more of a generic term to the energy given.
I also felt that it was a little cliché, the next side to that development was the ‘Bring on the excitement’ slogan, this I
believe as stronger due to being in more relation to the theme of extreme sports, however still did not go well with the
name.
He use of ‘qWake up to the excitement’ worked well in my opinion as it was more warm and felt connected to the brand
and merged well with the can design. This text for the final slogan was also developed upon and decided that ‘qWake’ as
to the separate to the rest of the text and above the can on the advert.

57. Task 8: Web Banner Development
Use this to record the variation and
progress of your web banner.
Take lots of screen shots.
Use this space to comment on your work or
fill it with images with short annotations.

58. Task 8: Final Web Banner

59. You should evaluate your final piece.
What are the technical qualities of your work?
What are the aesthetic qualities of your work?
Are there opportunities for further development of your work?
Are your final pieces are fit for purpose?
What areas of planning and development worked well?
What areas of planning and development could have done with more work?
What effect did you think your development stages had on the final
product?
You should present your evaluation using a mixture of text and images.
You should use images of existing products for comparison.
Task 8: Web Banner Evaluation

60. Storyboard development
Use this space to document your storyboard development.
There should be lots of variety here. The more options you look at now,
the better your final piece of work.

61. Task 9: Storyboard Development
Use this to record the variation and
progress of your web banner.
Take lots of screen shots.
Use this space to comment on your work or
fill it with images with short annotations.

62. You should evaluate your final piece.
Are there opportunities for further development of your work?
Are your final pieces are fit for purpose?
What areas of planning and development worked well?
What areas of planning and development could have done with more work?
What effect did you think your development stages had on the final
product?
You should present your evaluation using a mixture of text and images.
You should use images of existing products for comparison.
Task 9: Storyboard Evaluation