GraviTea Beverage Brand
Click through this presentation for a look into my design process. Below are final designs.
For this project, I was tasked with creating a new beverage brand, produced by Gatorade. The drink had to be in an aluminum can, but otherwise, it could be any type of drink. The beverage had to be related to Gatorade. It could be a direct Gatorade product, or made by a sister/sub-brand.
I chose the later, and created Gravi-Tea, caffeinated iced tea. I didn't want to just make packaging, I wanted to create a whole new brand. Iced tea is my favorite beverage, and I would love a “energy drink” version! We were also given a target audience to create the beverage for.
To start, I looked at various types of competitors of all kinds of drinks, and analyzed their packaging and branding. I looked at architecture, wording, color palette, and overall aesthetic. I decided to go with a vibrant but grungy psychedelic feel. I knew this would be appealing to my target consumer.
I was given an image of a tough, biker looking man as my target audience. With this, I made a consumer persona. Steve, my consumer, is a motorcycle riding, club-going, handyman. He enjoys woodworking and going out with his husband. He’s a tough looking but gentle guy who needs caffeine for his late night bar tending shifts and parties.
I decided to go with “Gravi-Tea” as the name of my beverage. It has a fun feel to it, it’s memorable, and it’s clear what the product is. Once I had a name, it was time to start developing a logo.
I had a lot of ideas, and created a lot of versions, leaning into various different aspects of the brand. After many logo drafts and packaging design ideation, I went through several designs for the can itself.
Once the overall work is done, it's time to create deliverables, from business cards to tote bags. Please see the presentation on top to see some early process!
If you don't like coffee, or aren't a fan of overly-processed sugary energy drinks, then Gravi-Tea is meant for you!
Gravi-Tea brings a fun and grungy flavor to the healthy beverage market, and is a new and unique player in the energy drink business.
