Project Summary
For this project, we were tasked with designing packaging for a 222 mL energy drink, starting with a premade dieline provided by our professor. The main goal was to create a design that conveyed the high energy and excitement associated with the product while also being visually unique and appealing. We had to ensure our design complied with all legal packaging requirements in the U.S., which meant including elements like ingredient lists, nutritional information, and appropriate warnings. This project was a great exercise in balancing creativity with practicality, as we had to work within strict guidelines while still making the packaging eye-catching and effective. It challenged us to think critically about how to incorporate the necessary legal elements without detracting from the overall aesthetic, ultimately helping us to develop a deeper understanding of both design and regulatory constraints.
Goals
When I handed in my final sketch, my goal was to create a can design that prominently featured bold illustrations and a dynamic font for the title, making it visually striking. I wanted a cohesive design that wrapped around the entire can, drawing the viewer’s eye from every angle. Inspired by the energy and excitement of rock music, I incorporated elements like flames and jagged lettering to evoke the intensity of rock concerts and bands. This thematic choice was intended to give the consumer an immediate sense of energy and excitement, aligning nicely with the product’s purpose. As I’ve now completed the project, I’ve refined these elements, ensuring that the illustrations and typography work seamlessly together to create a powerful visual impact. I also adjusted the layout and colors to enhance the overall cohesiveness of the design, making the can more engaging and true to the energetic vibe I aimed to capture.
Research
During my research on energy drink packaging, I focused on designs that stood out to me and aligned with my personal style. I paid close attention to cans that caught my eye, noting the elements that made them visually appealing, such as vibrant colors, bold illustrations, and dynamic fonts. I was particularly drawn to packaging with intricate details, as I enjoy designs that are visually engaging and complex. Additionally, I explored how different products used their names to influence the design theme. I found that packaging which creatively reflected the name of the drink was more effective and cohesive. This research greatly informed my sketches by helping me understand the importance of combining eye-catching visuals with thoughtful thematic elements. It also guided me in selecting colors, fonts, and illustration styles that would not only grab attention but also convey the energy and personality of the product effectively.
Sketches Round 1
Initial Sketches
The Final Three That Were Picked
In my initial sketches, I experimented with different names like "8-Bit Energy," "Fix The Day," and "Sparklez Energy," as well as various design styles, including rounded, bubbly fonts, thin, clean type, and bold, 70s-inspired lettering. During the critique, my classmates suggested combining the visual elements of “Good Day Energy” with “Fix The Day Energy,” merging the uplifting, vibrant feel of “Good Day” with the dynamic and energizing look of “Fix The Day.” Their feedback helped me narrow down my options and refine the top three designs for the final sketches, focusing on the most eye-catching and effective elements.
Final Sketches
The Final Three That Were Picked
Surprisingly, a sketch from each of my different ideas was selected by my classmates. They appreciated various aspects of each concept and chose what they considered the strongest versions. I also found elements in all three designs that I liked, but ultimately, "Rock With It" resonated with me the most. I felt it was the strongest design overall, and it received the most positive feedback during the critique. This consensus reinforced my belief in its potential, guiding me to focus on refining this concept for the final presentation.
Work Development
At the start of the project, I had a clear vision for how I wanted the illustration on the can to look, along with a defined color palette and a general idea of where to place the title and legal requirements. However, my typography placement wasn’t strong; the nutrition facts and list were hard to read. In image 2, I took my professor’s advice to add a drop shadow to the title, removed the transparency from the nutrition label, and adjusted the colors of the nutrition information and UPC code to match the lightest part of the flames. This improved the layout on the back of the can, but the front still needed work. In image 3, I moved "energy" from riding the leg of the letter "k" to above "rock," and made "with it" smaller, positioning it between the long legs of "r" and "k." Despite these adjustments, it still didn’t feel right. My classmates then suggested darkening my color palette for a deeper look. I implemented this in the final design, raised the flames at the bottom of the can, and adjusted the "fluid oz" text to fit better within the flames. I reworked the typography for "rock with it," making it more compact while creating space underneath to fit "with it" in a puzzle-like arrangement. I also changed "energy" to a lighter yellow to make it pop and enhance visibility above the title. The new typography fits the space much better and cohesively ties all parts of the title together.
Final Work
Tangible Mock-pp
Digital Dieline
Final Mock-up
My final design combines the best elements from my initial ideas, creating a cohesive and visually impactful solution that stands out. I chose the “Rock With It” theme because it best captured the energetic and bold essence I wanted to convey, using vibrant flames and dynamic typography to evoke the excitement of rock music and concerts. The color palette was darkened to create a striking contrast, making the lighter details, like the title and the flames, pop and draw the viewer’s eye. I carefully adjusted the typography to ensure the title fit harmoniously on the can, with "rock" and "energy" prominently displayed, while "with it" fits seamlessly in a puzzle-like arrangement beneath. These adjustments made the design more legible and balanced. By incorporating feedback from my professor and classmates, I refined every detail, from the placement of legal information to the integration of the nutrition label, ensuring that both the front and back of the can are visually engaging and easy to read. This thoughtful design solution effectively conveys the product’s vibrant, high-energy identity, making it a compelling choice for consumers and worth seeing in action.
Knowledge Gained
Through this project, I gained my first experience with packaging design, learning how my flat illustrations would translate onto the curved surface of a can—a completely new challenge for me. I also learned to balance creative expression with practical constraints, such as ensuring readability and meeting legal requirements for product packaging. This experience reinforced my passion for branding and packaging design, confirming my desire to pursue a career where I can continue creating visually compelling and meaningful designs. It also reaffirmed that illustration is my favorite aspect of design, and I would love to incorporate fun and dynamic illustrations into future packaging projects.
