Conceptual Energy Drink Brand Logo

This graph shows that in 2023, the energy drink industry made $193B USD (Ridder, 2024)

The energy drinks industry is huge, with brands such as Monster Energy accumulating £1.5B in the last year alone (Statistica, 2024). A public health study revealed that the prime demographic for energy drinks were young males.

 

“men have higher odds of weekly energy drink consumption than women (adjusted OR 3.9). The analysis also indicates that young age, being employed (vs. being a student) and a low educational level are associated with weekly energy drink consumption.” (Friis et all. 2014) 

 

 

Most energy drinks appear maximalist and highly stylised
'Clean' energy drink branding is more minimal and refined.

Most energy drinks are noticeable for their angular, masculine imagery, with vivid colours used to compliment the artificial sweet flavourings used in the drink. There is a smaller market for ‘clean’ energy drinks, which tend to favour more minimalist design choices and natural ingredients, though these are less popular than leading brands.

I have been asked to design an energy drink for over-60s, starting with a logo. Because this demographic is less likely to drink these drinks, I decided to instead research tea branding, as 56% of UK residents aged 65+ consume tea several times a day (Statistica, 2024), so I wanted to draw inspiration from the imagery used in their logos. 

The Tetley tea mascot was something which inspired my own design

I was inspired by the Tetley Tea mascot to create my own brand mascot. Mascots humanise a brand and have been shown to increase emotional connections with users by 41% (Wong, 2021). I decided to use a vintage illustrative style to stand out amongst the more modern styles and used a manipulated image of my Grandad as a reference for this. 

A reference image of my grandad manipulated with a muscular bicep to connect concepts of elderly people with strength and power.
I was inspired by these vintage hand-illustrated logos

For the name, I created some word maps to combine the ideas of ‘old people’ and ‘energy,’ but none of them worked together for my brand. However, after some people pointed out the similarities to the character Popeye, I decided to play on this and called the brand ‘Spinach Spirit’ as a nod to the character drinking cans of spinach for strength, as well as adding a can in the hand of my character. This association will also create a sense of novelty and nostalgia without being too gimmicky and obvious. 

A word map I created for 'Old People'
A word map I created for 'Energy'
A progression screenshot of my logo mascot which some people compared to Popeye.
Popeye drinking a can of spinach, which became a point of inspiration for my brand.
Finished mascot illustration without colour

Once I finished creating the linework for my logo mascot, I considered typography. I initially used a font from the web, but later chose a copyright-free one from Adobe Fonts that had a traditional feel to compliment the brand and tested some different compositions between the text and illustration. 

 

The typeface I chose at first but later changed due to licensing
Copy right free Adobe Font
Rough logo sketch combining both logo text and illustration
First version of my logo based off of my sketch with old typography choice
Another logo revision that was more simplified using old typography choice

I decided this composition was too full, and that the lines weren’t necessary. I then went ahead and simplified the logo for a more refined look.

My first few compositions were ineffective and felt a bit too full, meaning they would not be legible when scaled down. After a few revisions, I simplified the logo to an ellipse shape with a banner for the text. To create depth and layering, I made the character’s arm reach out of the ellipse and cover some of the type. I also created a tagline and had that curve around the ellipse to create balance.  

My final revised logo with detail, colour, new typography and no flag warp

When I was satisfied with the overall composition, I added minor detailing, as well as colour. I chose to use earthy green and brown tones to create a grounded natural feel to the brand and to link with the name and spinach flavour.  

References:

 

Charnsitr (nd) Man Flexing Bicep [Image]. Available online: https://breakingmuscle.com/best-biceps-exercises/ [Accessed: 01/03/2024]

 

Friis et all. (2014) Energy drink consumption and the relation to socio-demographic factors and health behaviour among young adults in Denmark. A population-based study [Journal]. Available online: https://academic.oup.com/eurpub/article/24/5/840/477010 [Accessed: 10/03/2024]

 

Monster Energy (2024) Monster Energy Drink Khaotic 500ml [Image]. Available online: https://www.sainsburys.co.uk/gol-ui/product/monster-khaotic-energy-drink-500ml [Accessed: 20/02/2024]

 

Ridder, M (2024) Revenue of the energy & sports drinks industry Worldwide 2014-2027 [Image]. Available online: https://www.statista.com/statistics/691384/sales-value-energy-drinks-worldwide/ [Accessed: 20/02/2024]

 

Ridder, M (2024) Sales of Monster energy drinks in the United States from 2015 to 2023 [Image]. Available online: https://www.statista.com/statistics/558038/us-sales-of-monster-energy-drinks/ [Accessed: 20/02/2024]

 

Segar, E.C (1929) Popeye Drinking Spinach [Image]. Available online: https://www.google.co.uk/url?sa=i&url=https%3A%2F%2Fwww.pinterest.co.uk%2Fpin%2Fcheck-out-this-transparent-popeye-squeezing-can-of-spinach-png-image–115615915422506567%2F&psig=AOvVaw1we1M3s91n1bI0HGFVxYAF&ust=1710895640360000&source=images&cd=vfe&opi=89978449&ved=0CBMQjRxqFwoTCNDTkomN_4QDFQAAAAAdAAAAABAE 

 

Statistica (2024) Tea consumption frequency in Great Britain in 2018, by age group* [Quote]. Available online: https://www.statista.com/statistics/889542/tea-consumption-frequency-in-great-britain-by-age-group/ [Accessed: 28/02/2024]

 

Tenzing Natural Energy (2024) Raspberry Yuzu Natural Energy Drink 250ml [Image]. Available online: https://www.healthysupplies.co.uk/cached/1679922299/pics/800×800/raspberry-yuzu-energy-drink-tenzing-TZG04.webp [Accessed: 20/02/2024]

 

Tetley (2024) Tetley Original Tea Bags 80 [Image]. Available online: https://www.google.co.uk/url?sa=i&url=https%3A%2F%2Ffabfinds.co.uk%2Fproducts%2Ftetley-original-tea-bags-80-pack&psig=AOvVaw3jQVqYZ5Chz75lPeRNZAXp&ust=1710895341958000&source=images&cd=vfe&opi=89978449&ved=0CA4QjhxqFwoTCNiO7PqL_4QDFQAAAAAdAAAAABAF [Accessed: 26/02/2024]

 

Unknown (nd) Marry Ann’s [Image]. Available online: https://www.pinterest.co.uk/pin/985162487227342030/ [Accessed: 19/03/2024]

 

Wong, Henry (2021) Designers reveal the secrets of successful brand mascots [Quote]. Available online: https://www.designweek.co.uk/issues/18-24-october-2021/brand-mascots/ [Accessed: 26/02/2024]