1. Conceptual Energy Drink Brand Logo

Why logo design are important on Energy Drinks?

A well-designed logo can provide significant benefits to brands. It can help stimulate consumers’ interest, distinguish brands from competitors, facilitate brand recognition and communicate what a brand is all about (Jonathan Luffarelli, Mudra Mukesh, and Ammara Mahmood, Harward Business Review, 12 September 2019).

When you design a logo, your goal is to produce an instantly recognisable visual representation of your product or service. The graphic visual language you choose conveys the meaning, organisation, and aesthetic of your brand (Cath Caldwell 2019, p. 35).

Figure 1 : Monster Energy is an amazing example of a logo that was created but was not ideal for this target audience. Because of the Devil theme, this target population and some younger people find this logo controversial (ABC 7, 12 November 2014.).

The woman argues that the “M” logo appears to resemble three instances of the letter Vav, the Hebrew numeral for six, and interprets the logo to indicate “666.” Next, she refers to Monster Energy’s motto on a product banner that reads “Unleash the Beast,” interpreting these two examples as Monster Energy meaning to relate to “the beast” in the Book of Revelations (ABC 7, 12 November 2014.).

Sketches of Logo design

Unlike Monster Energy, which features a wide variety of logo-related contradictions. Refresh Time will have a classic pocket watch as a logo and a sand watch behind the pocket watch because turning the sand watch causes the time to advance backwards, in contrast to Monster Energy, which has a wide spectrum of logo dispute.

Figure 2 : This brand’s target customer is over 60s who don’t want to be reminded of their fantastic age. Therefore, Refresh Time would act as an energy booster, bringing back previously unvalued time and giving them a second chance to achieve something they actually wanted by drinking the pocket watch.

Figure 3 : Both letters “f” and “i” will be replaced as the lightning and time arrow to show the energy boost.

Refresh Logo Design

Figure 4 : A classic pocket watch served as a source of inspiration for the design (Amazon, Pinterest n.d.).

The original pocket watch photograph from Pinterest was used as a reference for my energy drink logo. The logo was created using circular forms, and the shapes were carved out with pathfinders to give the original timepiece realism. A pocket watch was utilised to show the target audience of over 60s that instead of going clockwise, the watch goes anticlockwise, taking them back in time and allowing them to do things they couldn’t do before because they were too busy or didn’t value their time. Change can be visible in activities such as travelling, trying new things, and learning to drive.

Figure 5 : Completed Refresh Time logo that integrates the concepts of energy and time and appeals to the target market.

References

ABC 7, 12 November 2014. Monster Energy drinks promote Satan, says woman in viral video [Online] (n.d.) Available at : https://abc7.com/monster-energy-satan-drink-devil/392023/ [Accessed in 24 March 2023]

Amazon, Pinterest n.d. BestFire Pocket Watch Vintage….. [Online] (n.d.) Available at : https://www.pinterest.co.uk/pin/471259548506053410/ [Accessed in 24 March 2023]

Cath Caldwell, 2019, Graphic Design For Everyone: Understand the Building Blocks so You can Do It Yourself, DK and Penguin Random House Company, London.

Jonathan Luffarelli, Mudra Mukesh, and Ammara Mahmood, Harward Business Review, 12 September 2019. A Study of 597 Logos Shows Which Kind Is Most Effective [Online] (n.d.) Available at : https://hbr.org/2019/09/a-study-of-597-logos-shows-which-kind-is-most-effective [Accessed in 24 March 2023]