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Lionheart Energy Drink


Summary

When I entered graphic design I we had to think about designing a logo for anything that had to deal with food. I chose a energy drink because there are a lot of people who love energy drinks as well as myself. The name comes from a item in a game called Final Fantasy. It is one of the strongest items in the game and I loved the name. I wanted to go with something that was strong.

Story/Brief

Lionheart Energy is not your everyday energy drink that you may think. This company specializes in organic energy from plants instead of harmful chemicals added into most energy drink we see today. We want to deliver a healthy and delicious high-quality energy drink that gives a boost without the crash. We offer the best energy drinks to help you keep awake and focused whether you are studying or late-night gaming sessions, getting through long work hours, partying all night long, suppressing stress, training and playing sports. We give you the best taste when it comes to energy drinks to be able to quench your thirst and to prevent fatigue and dehydration.

Target Audience

Young men and women between the age range of 18-30. Video gamers, athletes and computer programmers.

Logo Design

Research


When doing research for inspiration I wanted to go for a more sophisticated look instead of the way most brands like Monster, Redbull and Rockstar look. I didn’t want it to look the same as others even though it was going to have the “energy drink” phrase at the bottom to indicate what type of drink they are buying. I started to think of something strong like a lion for the logo. The reason why is because I haven’t seen any energy drinks us an animal like this and lions are known for being the strongest in the wild to hunt and scare off other animals.

monster
redbull
rockstar

Sketches


For my sketches I really wanted to go with something strong like an animal of some sort to draw out attention to this logo or energy drink I would say. I chose a lion because when I look at lions I know they are kings and are feared upon in the wild lands. They seem to have a lot of energy in hunting their prey. It’s more of like them testing their limits in the wilderness to get what they want to eat. I couldn’t decide on which one but many of these ideas I want to shape into one logo.

logo sketches
logo sketches

Logo Variations


After exploring some ideas from my sketches I decided to go with a unique lion head look. At first I thought about using the whole body for the logo but instead stuck with the head because it looked better. I then created digital iterations from my sketch and placed it in 3 different ways which is a stacked version, horizontal and vertical version to give me a better idea of how the logo could look in different forms. I also thought of create a small icon/badge look on the logo to have it look like a app icon that you would see if you were to download it to your phone. The results came out really great.

variation 1
variation 2
variation 3

Graphic Standards


lion brandmark

Brand Mark

Live Area: x/4 when x is the height of the logo.
Min Use: .25 Inches for the height

lion wordmark

Word Mark

Live Area: x/4 when x is the height of the logo.
Min Use: .25 Inches for the height

lion combomark

Combination Mark

Live Area: x/4 when x is the height of the logo.
Min Use: .25 Inches for the height

lion gradient

Gradient

The gradient must only be applied to the symbol at a 90 degree angle starting at the very tip of the head and finishing at the very tip of the mane of the lion head. The start point is at the top of the lion’s head which the hex color is #ff6633 and the stop point is at the bottom of the lions mane which hex color #ff3333.

lion final logo

Final Logo

After coming up with so many ideas for the logo in different variations I settled on a this version because it looked the best stacked on top of eachother and complements the initial idea I had in the beggining.

Type Faces And Color Palette


Primary Typeface

Eras Bold ITC

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

!@#$%^*()_+

Lion Red

RGB: 239, 65, 56
CMYK: 0, 90, 84, 0
Web Safe: #ff3333


Mane Orange

RGB: 250, 169, 62
CMYK: 0, 38, 85, 0
Web Safe: #ff6633

Product Merchandise


covidmask
3 flavor cans
shirt
Package Design

Research


When I started to do my research I really wanted to go with 3 simple packaging components that I feel would shine for the my brand. I had realized that the cut out feature on the boxes would be a great idea because we can show to the customers what is inside of the box before purchasing it. I also thought of creating a unique shoe box that had strings attached to the top where you can carry it around with you instead of using both your hands. The idea came from a previous job I had where I saw the same concept but it was for shoes and not for a energy drink. I thought that it would give more space for the cans of energy drinks to fit in.

2pack
4pack
shoebox

Sketches


When sketching out my ideas for this project I wanted to create something that has't been done for one of the packaging components. Which was the box that you can carry like a bag, I wanted to either have some cut out at the top of the box to expose the cans so customers can see what they are about to purchase. I went to my local Target near my home and picked up a few packaging products that they had out there. One of them was a 4 pack carrier model for bottles and I thought this was a good idea to implement with the cans because instead of the bottles I would place cans and the idea became perfect as seen later in the project.

package sketches
package sketches
package sketches

Die Templates


When designing my die templates I was focusing on the structure of how these packages are built. I knew by doing this that I would know how to place the graphics properly. As you can see here I wanted to design a 4-6 carrier which can carry more, is bigger in width and height and is more exposed. I thought of many ideas for this as I went out to different grocery stores to see what is trending. I kept seeing varations of this type as it was used for bottles. I never seen one where it held cans, so I decided to implement that idea here displayed on these two spreads. I wanted to place the logo on one end and the name on the other so when you place the packaging on the shelf you would either see the logo or the name of the company.

die template
die template
die template

Folding Dummies


I printed my die-templates out and contructed them to figure out how most of these packages would be built. I loved doing this because I always find it interesting to see how things are structured. After building them I began to sketch on them with my initial ideas to be able to further my exploration of the graphics on my packaging. I really wanted to see how all my graphics would work.

folding dummy
folding dummy
folding dummy

Design Iterations


When placing my ideas on the packaging for my first design I decided to go back to my previous design work because I felt as if I was missing some stuff. I wanted to include more information about the product so I decided to add a “per serving” because most people who drink an energy drink want to know how much they are consuming since part of my target audience is towards athletes. I did this to all of them. I also swapped out the cut out in the middle for the lionheart logo instead since it look better. For my second design After I implemented the idea of the “box bag” I went back to make a few revisions to it. I noticed that the cut out wasn’t going to do well since upon trying it out using my folding dummies I had realized that my energy cans weren’t showing so well. I decided to scrap the idea and place the logo on top of it to show what type of drink this was. I also added in a few social media icons where the bar code lives so that way people know where they could go and support the company by just following and interacting with the brand on multiple platforms. And for my final design iteration I needed to add a bit more to it. I took out the logo and brand name on one side of the packaging and placed a little bio on the back where people who don’t know about the product can learn a little more about the brand. I also added a per serving feature on the packaging where people can know how much added ingredients they are consuming. Not much else was added to the packaging, just going back to revise it a little to make it better for the customer to want to purchase the product with intriguing graphics.

package iteration
package iteration
package iteration

Physical Comprehensives


When placing my ideas on the packaging for my first design I decided to go back to my previous design work because I felt as if I was missing some stuff. I wanted to include more information about the product so I decided to add a “per serving” because most people who drink an energy drink want to know how much they are consuming since part of my target audience is towards athletes. I did this to all of them. I also swapped out the cut out in the middle for the lionheart logo instead since it look better. For my second design After I implemented the idea of the “box bag” I went back to make a few revisions to it. I noticed that the cut out wasn’t going to do well since upon trying it out using my folding dummies I had realized that my energy cans weren’t showing so well. I decided to scrap the idea and place the logo on top of it to show what type of drink this was. I also added in a few social media icons where the bar code lives so that way people know where they could go and support the company by just following and interacting with the brand on multiple platforms. And for my final design iteration I needed to add a bit more to it. I took out the logo and brand name on one side of the packaging and placed a little bio on the back where people who don’t know about the product can learn a little more about the brand. I also added a per serving feature on the packaging where people can know how much added ingredients they are consuming. Not much else was added to the packaging, just going back to revise it a little to make it better for the customer to want to purchase the product with intriguing graphics.

comprehensive
comprehensive
comprehensive
comprehensive
comprehensive
comprehensive
comprehensive
comprehensive
comprehensive

Marketing

Main Competitors/Research


My main competitors in the digital marketplace are Red Bull, Monster, Rockstar, 5-Hour Energy, and Full Throttle.

monster
redbull
rockstar

Target Audience


My target audience is teens to young adult that are Caucasian and Mexican. Age range from 18-25.

Goals/Strategy


My primary objective for my company is to be able to reach out to everyone and test out what types of flavors people would like to drink. I just don’t want to just focus on the same flavors every other company has. Try something a bit more lighter. Since we live in the digital age I want to be able to raise our brands awareness through the use of the internet. Create those annoying advertisements you see when you are on YouTube. Try to draw them in using clever ways. Everyone nowadays seems to be on the internet and I believe that Facebook uses their site for a lot of advertising when browsing through videos. I want to create a lot of online sales as well as in-store sales. I want people to see the greatness that this company has and how much our drinks are going to be better than any other energy drink out there right now.

calender calender

Blog Post


Lionheart Energy Drink: New Energy Drink Company Making Headlines.

July 26, 2020 – A plant-based energy drink supercharged with organic caffeine sources. Everyone needs more energy. No one needs more chemicals. While providing only 3 flavors, this is how the new energy drink company is making headlines.

No one needs more chemicals. This is how this new energy drink is making headlines.

A plant-based energy drink supercharged with organic caffeine sources. Everyone needs more energy to be able to operate but not so many want unwanted ingredients. No one needs more chemicals that can cause terrible side effects. This is how this new energy drink is making headlines. Enter Lionheart Energy from Chicago Illinois, this company started out from selling only locally and is now being sold worldwide. It has only 3 flavors which are Ulwatt berry, Dragon Boost Green Tea, and Ultima Violet.

Berried Memories

It all started out when a group of men were working out at their local gym. They often started to notice that they have been drinking a lot of energy drinks to help them get by. Most of the time they started to feel either fatigue or drained from the amount they consumed. It was not doing enough for them. Some even noticed that they were not losing so much weight. They laughed about creating a drink of their own, but it soon went from an idea into an actual product. Using healthier ingredients rather then added sugars and harmful chemicals. Lionheart was born. Since they were kids growing up, they became friends through gaming and talking at school about one video game. Final Fantasy XV. They decided to base it off a gun blade from the game called Lionheart. They thought of the idea of using berries and leaves to create a healthier drink for the consumer. They gathered some from crops and bought some at the grocery store. Soon it was only known locally among friends and family and it started to grow and grow. It soon gained the attention of a local critic. Due to its unique taste they were able to expand their product to other states and eventually grew into it going globally. They now have a website where you could buy one of the 3 flavors, they have available along with purchasing all 3 if you wanted.

3 Flavors

Ulwatt berry is a flavor like no other. The name derives from an extremely rare ingredient found in a game called Final Fantasy XV. The company re-created the berry using other fresh berries to give it a unique taste. They are a small, pulpy edible fruit. Berries are eaten worldwide and often used in jams, preserves, cakes, or pies. The berry industry varies from country to country as do types of berries cultivated or growing in the wild. This berry is used inside the energy drink to give you a jolt or energy to help you stay focused on what you are doing. It has a sweet taste but not added sugars.

Dragon boost green tea is another plant-based energy drink from the company. It contains EGCG, Ginger, Calcium, Chromium, B vitamins and Vitamin C, all of which work together to raise metabolism, resulting in a sustained calorie burn that keeps you energized through your workout and beyond, Green tea can block the formation of plaques that are linked to Alzheimer's disease. It also helps keep blood sugar stable in people with diabetes. Because catechins lower cholesterol and blood pressure, they can help protect against the damage a high-fat diet can cause.

Finally, is Ultima violet, which is a mixture of ginseng, berries, taurine, glucuronolactone, B vitamins, guarana, ginseng, ginkgo biloba, l-carnitine, and antioxidants. Instead of having to use sugars to help people stay awake. They have implemented the idea of Replacing it with berries and gave it a unique name. Ultima berry. Not only is it healthier, it can help you lose weight when you drink this while working out. You would not have to drink so much water because this drink can help you stay hydrated.

Email Blast


I created a email blast to send to my customers explaining how they should try this new energy drink. I designed it all through mailchimp and sent out the emails to various people that I knew to test out how the email would look. The bojective was to get anyone who receives this email to try out one of 3 flavors available for purchase. There are links added to the page where they can go and purchase this product and taste it hypothetically. You can also view the page down below.

Sketches


When drawing out some ideas of how I wanted to create a advertisement. I did some research on how most advertisements look. I focused on layout and hierarchy. The sizes for these 3 are as follows. There is a leader board which is 728x90, a cube which is 300x 90, and lastly a micro banner ad which is at 320x50. I sketched out an idea of how I would use the cans and logo on the advertisements. I had to think about how people would be drawn into clicking my add and I thought about a “loading” screen because I wanted to be clever with how we use our brains and how sometimes it loads to process information before we do anything.

cube advertisment sketch
leaderboard advertisment sketch
microbanner advertisment sketch

Digital Ad Design Concepts


I created a email blast to send to my customers explaining how they should try this new energy drink. I designed it all through mailchimp and sent out the emails to various people that I knew to test out how the email would look. The bojective was to get anyone who receives this email to try out one of 3 flavors available for purchase. There are links added to the page where they can go and purchase this product and taste it hypothetically. You can also view the page down below.

Cube Advertisment 300 x 250 px

ad1

Microbanner Advertisment 320 x 50 px

ad3

Leaderboard Advertisment 728 x 90 px

ad2

Digital Ad Placements


After thinking and conceptualizing about the idea for the advertisements I wanted to showcase how these ads would look like if you were to run into them on the internet by placing them into real life locations such as a desktop and mobile phone. If you were to come across them they each have distinctive buttons to press to guide you to where the product is located online. We have the mobile phone one which holds the micro banner ad and the desktop holds the leaderboard ad as well as the cube advertisement that are on screens.

mobile ad mock up

Mobile

desktop mock up

Desktop

Motion Design

Video


I created this in my motion design class, it was for a project to animate text or a logo of our choosing. I chose to do this one because it was for one of my branding logos that I have worked on for awhile, I wanted to add more stuff to a logo to showcase the things I have done for it. I used a plug in called "Saber" by Video Copilot I animated the logo to outline the logo and use masking as well as the trakmat feature in After Effects, I created a background particle effect using another plug in called "Trapcode Particular" by redgiant. You can view the video below.


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