2. Energy Drink Package Design – Karolina Stonciute

How might it differ if Energy Drink had a specific target audience?

Figure 1 : Caffeine-laced energy drinks have been the subject of much debate in recent years, following a number of reported deaths and overdoses linked to the drinks (Ariana Eunjung Cha, The Washington Post, 12 November 2015).

Refresh Time’s major purpose is to sell a natural flavour drink with sugar instead of caffeine because people with high blood pressure cannot and will not consume such drinks. The label will mention whether or not caffeine was added, as well as other legal information.

The following must be printed on all food and drink products as required by law. This information ought to be unambiguous, permanent, understandable, easily visible, and not deceptive (GOV.UK, 2022).

Such as the food’s name, the ‘best before’ or ‘use by’ date, any required precautions, net quantity data, an ingredient list if necessary, the country or place of origin, the lot number or the expiration date, any special storage requirements, and use or cooking instructions if applicable (GOV.UK, 2022).

This information would have to be integrated into any designs created during the brand’s creation stage because it occupies about 25% of the can’s overall print area (GOV.UK, 2022).

Why Eco Friendly Packaging is Important ?

Figure 2 : The use of renewable or biodegradable materials that are not harmful to the environment represents eco-friendly packaging. Sustainability has been fundamentally examined in practically every alcohol sector, including beer, wine, and spirits, and has impacted not only packaging but also sourcing ingredients and other procedures (Shreya Kohli, Beverage Trade Network n.d.).

Normal packaging is extremely dangerous not only to wild life but also to people as the materials produced from the polyethelene. “In Europe, 70% of recyclable plastics end up in a landfill or the oceans.” The production process of non-environmentally friendly packaging is another issue. Not only is the majority of plastic produced by the refining of crude oil, but the degradation process is also hazardous. Plastic degrades over hundreds of years, releasing harmful compounds such as bisphenol A, which can affect animal hormonal systems (Shreya Kohli, Beverage Trade Network n.d.).

Sketches of Package

Figure 3 : Refresh Time drinks will be packaged in recycled cardboard, which is now utilised in environmentally friendly packaging, according to these sketches of potential packaging. However, having just the top would make it easier for senior people to move around. In order to be carried on a carry bag with wheels across the buses or to their car, the packaging will have a bottom and a handle.

Package Design

Figure 4 : Refresh Time can label with showing all of the description according to law.

Figure 5 : A rendered design of Refresh Time that could be used as advertising promotion.

Figure 6 : Visual Refresh Time packaging design from different views.

References

Ariana Eunjung Cha, The Washington Post, 12 November 2015. Here’s what happens to your body after you down an energy drink….. [Online] (n.d.) Available at : https://www.washingtonpost.com/news/to-your-health/wp/2015/11/12/heres-what-happens-to-your-body-after-you-down-an-energy-drink-its-kind-of-scary/ [Accessed in 24 March 2023]

GOV.UK, 2022. Food labelling and packaging [Online] (n.d.) Available at : https://www.gov.uk/food-labelling-and-packaging [Accessed in 20 March 2023]

Shreya Kohli, Beverage Trade Network n.d. Eco-Friendly Packaging Initiatives In The Beverage Industry [Online] (n.d.) Available at : https://futuredrinksexpo.com/en/blog/insights-64/eco-friendly-packaging-initiatives-in-the-beverage-industry-382.htm [Accessed in 10 March 2023]