Research and Inspiration
After receiving the brief for the energy drink branding, the first initial thought was to design the packaging like an IPA can. IPA can designs can be very chaotic, colourful and full of life. IPA cans are very artistic and always look as though a lot of time, planning and design has gone into the can. Having a can design like this on the shelves of supermarkets and it not being an IPA can attract a lot of people due to the sheer fact of it looking aesthetic but because this energy drink brand is aimed at the elder generation it was decided to develop something a little less chaotic and more minimal.
Another inspiring packaging design comes from the brand ‘Lostboy Cider’, specifically their explorer series. These can designs consist of illustrations wrapped around the can. Some have imagery of the drink flavours and other contain scenery. This type of design is still artistic and looks aesthetic yet it’s not chaotic like the first example of IPA cans.
The finalised energy drink concept will be a caffeinated seltzer with added flavouring called ‘Boomer’s Brew’. The initial design of the can has the flavour illustrated across the can for example, the first developed design is the Apricot flavour, this design will have an illustrated apricot repeated across the entire can. This creates an appealing aesthetic. Another reason for this design concept is for those within the elderly audience that have visual impairments or those that struggle to read, they will be able to seek out the flavour of the drink via the illustrations around the can. Three package designs have been developed and customised to fit the flavourings.
Other aspects to think about when designing a drink’s packaging are the nutritional values, the barcode, ingredients, and the brand’s contact details. With this being an alcoholic beverage, it is also important to include the drink responsibly website and icons showing not to drink and drive, not to drink pregnant and not to drink underage.
‘Every bit of ink on a graphic requires a reason. And nearly always that reason should be that ink presents new information.’ (Tufte, 1985, p.96). Using Tufte’s data-ink theory to develop the labels used on the packaging design, the front label will only contain the brand name, logo, the name of the flavour, what the drink is and imagery of the flavour whereas the label on the back of the can will display only the nutritional values, contact information, alcohol responsibilities and if the packaging can be recycled. The labels are minimal with a beige background colour and no border. Having minimal labels are more attractive to the elderly because it can be seen as vintage.
References
2021 explorer series – Gherkin. (n.d.) Lostboy Cider. Available online: https://www.lostboycider.com/shipped-cider-41-states/ [Accessed 12 Apr. 2023].
2021 explorer series – Ruby Red. (n.d.) Shop Ciders. Available online: https://shopciders.com/lost_boy_cider/explorer_series_-_ruby_red_66868 [Accessed 12 Apr. 2023].
2021 Explorer Series. (n.d.) Vino Shipper. Available online: https://vinoshipper.com/shop/lost_boy_cider/explorer_series_-_beach_day_75065?list= [Accessed 12 Apr. 2023].
Heavy Seas Announces 24 Anniversary Ale: Quadruple IPA. (n.d.) Craft Beer. Available online: https://www.craftbeer.com/news/beer-release/heavy-seas-announces-24-anniversary-ale-quadruple-ipa [Accessed 12 Apr. 2023].
Long, M. (2020) New Beavertown Brewery range. Design Week. Available online: https://www.designweek.co.uk/issues/7-13-december-2020/beavertown-brewery/ [Accessed 12 Apr. 2023].
McCormick, L. (n.d.) Cherry Blossom Can Design. Behance. Available online: https://www.behance.net/gallery/124270983/LostBoy-Cider-Cherry-Blossom-Can/modules/706175091 [Accessed 12 Apr. 2023].
Signature Brew Rewind. (n.d.) eEbria Trade. Available online: https://www.eebriatrade.com/products/beer/signature-brew/35228-rewind [Accessed 12 Apr. 2023].
Tufte, E.R. (1985) The Visual display of quantitative information. Cheshire, Conn.: Graphics Press, 96.
Wintrygrey (n.d.) Craft Beer Label. 99 Designs. Available online: https://99designs.co.uk/profiles/wintrygrey/designs/894368 [Accessed 12 Apr. 2023].