The Brief Design a beverage brand based on market research that offers a new experience for consumers.
REPPIN' Energy Drinks are made for the health-conscious underdog. New flavors and experiences await those looking to enter the gym for the first time or the hundredth time. All packaged in a 12-ounce can of clean, gut-safe energy.
Identifying opportunities was mandatory to create a unique product for such an expansive market. Through extensive research, three goals emerged for REPPIN'–connect with consumers who have gut sensitivities, be approachable and friendly rather than intense, and encourage new experiences free of judgement.
The modes of research included competitive analyses and market research using the Mintel Database.
My initial thought process
An early character design for the brand's Blueberry Lemon flavor
An early character design for the brand's Strawberry Acai flavor
A sketch of the full can label
Website layout ideation including order of content and overall grid
Alternate website layout ideation including order of content and overall grid
Website shop layout ideation including organization of items and functions
Creating a friendly, approachable brand was key to achieving the goals set for REPPIN'. First, flavors were decided to encourage consumers to try something new. Then, characters and activities were assigned to each flavor with the incentive to relate to consumers who may be nervous about hitting the gym. Careful consideration was taken in the branding process to eliminate the intimidation that many products aimed at gym-goers display.
The REPPIN' characters remind consumers that their best is the best, and there's no shame in trying something new.
Flavors like Boostin' Blueberry Lemon are tried-and-true favorites for consumers.
Flavors like Slappin' Strawberry Acai encourage consumers to try something new.
Flavors like Maxin' Mango Yuzu encourage consumers to try something new.
Flavors like Chargin' Cherry Lime are tried-and-true favorites for consumers.
The Final REPPIN' Website
