Energade
Brief
Since its inception in 1993, Energade has been focused on sportsmen and -women. But with modern lifestyles becoming more demanding, the everyday consumer is looking to products that promise improved physical and mental performance. Energade needed to shift their age-old
perception, as well as their packaging, in order to appeal to the everyday consumer, and not just the serious athlete.
Inspiration
We looked to the ever popular energy drink category for inspiration. Energy drinks are one of the fastest growing beverage sub-categories globally, and are consumed by one and all – irrespective of fitness level. The design cues are bold, simplistic and energetic, often reflecting a design ‘nod’ to
technology and pace.
Solution
Where Energade’s previous look and feel struggled to compete with Powerade’s strong shelf presence, the upgrade is stripped of all non-essential design elements, and boasts an obvious upweighting (and modernising) of the logo and motherbrand colour. We added a strong diagonal break for dynamism and optical shelf disruption, and pushed for a metalised substrate to really add some punch and textural differentiation. Each flavour portrays a subtle background illustration of an ‘everyday’ activity – from yoga and gym to running and swimming.
This new pack has propelled Energade into the lead in terms of shelf impact, leaving competitors behind. The refreshed design hasn’t just turned heads, it’s driven a 23% increase in volume share and attracted a whole new wave of consumers, from professional athletes to everyday drinkers looking to perform at their best.
Project included
Packaging design | Branding | Roll-out | Finished art | Line extensions | Sub-brands