I developed a new energy drink brand from the ground up, focusing on healthy, natural energy. Through research, I analyzed the market, studied consumer habits, and identified health-conscious professionals as the primary target audience.
I created a positioning strategy, conducted a SWOT analysis, and explored naming options that convey energy, wellness, and quality. The final concept presents a distinct, consumer-focused brand that stands out in a crowded market while promoting natural, sustained energy.
The objective was to research the energy drink market, understand consumer needs, and create a brand that stands out in a highly competitive industry. While this was initially a group exercise, the work presented here reflects my personal analysis, creative decisions, and branding strategy.
Research & Market Analysis
I conducted both quantitative and qualitative research to understand the energy drink market, including consumer demographics, buying habits, brand loyalty, and health considerations. I also examined existing energy drink brands, their marketing strategies, and product positioning.
Market Segmentation & Persona
Based on research, I identified three key consumer segments:
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Seeking mental alertness
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Health-conscious professionals requiring sustained energy
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Social young professionals and party-goers
I selected health-conscious professionals as the primary target audience and developed a detailed persona to guide branding decisions, considering their demographics, psychographics, and lifestyle choices.
Brand Positioning & Strategy
I devised a positioning strategy highlighting the drink’s natural and organic ingredients—to differentiate it from competitors. I conducted a brief SWOT analysis to inform marketing tactics, including sustainable packaging, social media campaigns, and influencer partnerships.
Brand Name & Identity
I brainstormed several brand name options and visual identity directions, aiming for a brand that conveys energy, health, and premium quality without the negative stigma associated with conventional energy drinks.
Outcome
The result is a strategically positioned, consumer-focused energy drink brand with a clear target audience, a strong value proposition, and a brand identity that emphasizes natural energy and wellness.