About

Task:

Develop a comprehensive brand identity for a fictional energy drink.

Concept:

The goal was to create a bold and energizing identity for an athletic-focused beverage designed to enhance alertness, attention, and performance. The brand needed to feel powerful, motivating, and instantly recognizable to a performance-driven audience.

After researching current energy drink trends, I landed on the name Blitz; a word that not only means "lightning" in German, symbolizing a burst of energy, but also references an aggressive football play. This dual meaning perfectly captures the brand’s essence: explosive energy and athletic dominance.

The logo uses a strong, sans serif typeface, with a customized “B” that features a lightning bolt slicing through it, visually reinforcing the brand’s electrifying effects. The brand pattern builds on this concept by repeating the “B” in a circular formation, symbolizing players huddling before a play, connecting teamwork and performance. This pattern is carried through to packaging and brand collateral. The color palette is bold and high-contrast, designed to stand out on shelves and speak directly to a high-energy, athletic audience.

Process:

I began with focused research into current energy drinks by analyzing packaging, branding strategies, and marketing tactics. From there, I explored a range of naming options and ultimately selected Blitz for its energetic tone, relevance, and strong visual potential. I developed bold, athletic-inspired color palettes and began sketching logo concepts, refining the chosen direction in Illustrator.

Building on the core mark, I created a dynamic brand pattern using the “B” letterform, symbolizing unity and momentum. This pattern was applied across packaging and brand collateral to create a cohesive visual system.

With the core identity established, I designed flavor-specific cans, ensuring each felt refreshing and distinct, while maintaining brand cohesion. Final deliverables included packaging, advertising, distribution concepts, and branded touchpoints, all crafted with the athletic consumer in mind.

Target Audience:

Athletes, fitness enthusiasts, gym-goers, and anyone looking for a powerful caffeine boost to fuel performance and intensity.