Levitio Energy Drink

THE IDEA
In Advertising class, we were given the task of coming up with a visual identity and story of an imaginary energy drink. I decided to call mine “Levitio” and base it arround health, fitness, and mental wellbeing. I tried to be different and created the story of a supplement-based energy drink with taurine instead of caffeine. It would contain a plethora of beneficial chemicals obtained from both natural sources and from chemicals used in fitness food products. Sone of the ingrediets I would put into it are: ginseng root extract, tea tree, magnesium, vitamin C (both for benefits and flavoring), B12, vantau root, BCAA, Vitamin E, amino acids, green tea and stevia for sweetener.. With this energy drink, I wanted to prove it is possible to make a com- mercial energy drink that isn’t going to cause harm to users, like most fabricated soft drinks. I have written a research paper before coming up with the story and visual identity. Through it, I have proven that it is possible to make such a product within reasonable budget constraints and maintain a competitive price.

THE PROCESS
Inspiration - The story was inspired by products sold in protein/fitness shops. I have seen a variety ofcaffeinated BCAA energy drinks. BCAA is used to help aid muscle recovery after workout. I realized it could be a good fit for my drink, as
I wanted to aim it towards sporty youth and the rave culture. Both of these groups experience a lot of muscle fatigue, so they would be the perfect market segments to go into. Last year, meditation and minfullness were buzzwords, so I knew I had to design something which takesan example from the practices.

THE RESULT
The final design is a colorful energy drink can, with a logo inspired by levitating figures from reference photos. The color scheme and the psychedelic patters are supposed to reminisce of the state of deep meditational trance. My goal was that the potential consumers instantly get the feeling the drink promotes good health, just by looking at the bottle. Ive also designed and ad poster, which is supposed to show off the bottle with a capti- vating slogan and short copy text that gives consumers the essential information within the short timeframe of an average person’s attention span (6-15 seconds).