Upsurge
Energy Drink Branding
What is Upsurge?
Upsurge is a fusion of the health of kombucha and the caffeine of an energy drink. When I began coming up with the concept of this drink, I wanted to create a design that was bold and energetic. Despite the newfound popularity of kombucha I wanted to ensure that the audience was widened by incorporating the energy drink theming.
This kombucha energy drink brand was developed for a local Stockton entrepreneur aiming to introduce a bold, adventurous beverage to the market. The primary design challenge was to create a recognizable brand identity that appeals to a young adult demographic (ages 18-28) interested in health, fitness, and energy drinks. Unlike traditional kombucha products, this drink stands out by incorporating caffeine, positioning itself within both the wellness and energy drink industries. The branding strategy focuses on vibrant, sporty aesthetics to attract consumers while maintaining familiarity with existing energy drink designs to encourage trial. The design also considers the broader shift towards healthier lifestyles, offering consumers an alternative that combines familiar flavors with the benefits of kombucha. However, striking the right balance is crucial—while bold colors and dynamic visuals emphasize excitement, they must avoid appearing too juvenile for the target audience. Competitive analysis of brands like Master Brew, GT’s, and Health-Ade helped inform a unique yet market-relevant approach, ensuring that the final design is both eye-catching and commercially viable.
Sketches
Drink Labels
The primary goal of this design was to create an energetic and vibrant label that would effectively appeal to both athletes and enthusiastic energy drink fans alike. Each unique flavor has its own distinct line style to enhance its individuality; for instance, Rushing Pineapple Mango features eye-catching wavy lines, Electric Lemon Cherry showcases sharp angular lines, and Twisting Berry Blast incorporates playful twisting lines. This thoughtful differentiation aims to enhance the overall visual experience and connection to each flavor.
UPSURGE
UPSURGE
Power in a Can
After developing the “Upsurge” brand and its distinctive design elements, I directed my efforts toward creating a series of engaging advertisements. These advertisements focused on highlighting the unique differences between each flavor while associating each one with a specific animal. I wanted to include these animals in the ads as it created a meaningful link between the inherent power of that animal and the particular flavor itself, enhancing the overall impact of the brand’s message.
SPARC
Solmara
CASE
Alpha Phi Omega
ASUOP