Joule - Natural Energy Drink

COMPETITON BRIEF

Create a product name, branding, packaging and advertising campaign for the launch of a new natural energy drink, with a core target market of 16-25 females.

NAME + BRAND

The name comes from the unit energy is measured in, Joules.
The branding is based on hand genrated type; desinged to look bold and energetic, yet natural and fun. This will relate to my target audience and encompass the brand's values.

bottle energy drink Hydrate Focus water can energydrink boost joule Joules type product campaign

PRODUCT PACKAGING

The packaging was kept simple, with practical features such as a transparent,

square, bottle design, allowing you to see the natural colour of the drink, and a

large screw cap so the drink could be resealed and carried in a bag.

A clear plastic bottle meant the natural drink colour could show through. I then

designed the label to be transparent, but with a darker gradient at the bottom

creating an attractive effect which represented the flavour of the drink. The logo

stands bold at the top in white, adding to the simple, natural look of the product.

I then created a name and icon for each flavour, easily communicating each

drink's benefits.

ADVERTISING CAMPAIGN

The Campaign is based on marketing the drinks as being 'in season' - almost like a fashion item. This will relate well to the target market. As a launch campaign for JOULE, I felt it was important to have a large visual of the product.

The tagline, "Get This Season's Energy" works as it ties in with the copy - only the fruits in season are used in the current range of drinks. Each drink's benefits are also clearly stated on the poster, in the brand's tone of voice, to commnitcate effectively how the product works with the target audience.

GUESS ?

As part of a launch competition for Joule, a limited edition flavour would be released in an all-white bottle: GUESS. People woule take their guesses at the flavour, using #JOULE. In turn, raising brand awareness, promoting Joule's social media outlets, and encouraging consumers to interact with the brand.

The winners would get a voucher for a bottle of Joule after a period of time if they had guessed correctly.