For this task we have been introduced to a new brief to demonstrate stop-motion energy drink branding. The target audience are people aged 60 & older. This is an interesting concept as older people don’t usually drink energy drinks so we would have to come up with creative solutions to target it towards the older generation. With the large majority of energy drinks being targeted towards young adults (Sometimes even children) it is important to come up with a design outcome to target the energy drink towards the older generation as it is lacking in the beverage industry. With this information, I need to come up with a solution to solve this.
Before designing the logo I have looked at existing energy drink packaging & logos so I can seize more knowledge about how the energy drink products in todays marketing are advertised and created. I have looked at a range of examples of existing energy drink logos:
Figure 2 – The Red bull logo that shows 2 bulls fighting in front of a sunset. The primary colours used are red & yellow. 
Figure 3 – ‘Bang’ is a logo that is conceptual as the ‘B’ also has a target illustration inside the letter 
Figure 4 – ‘Rockstar’ is a logo that primarily uses a star in its visuals., this is because the ‘A’ in Rockstar is replaced with a star. 
Figure 5 – ‘Reign’ is another conceptual logo as there are 2 R’s that symbolise the word ‘reign’ whilst also to appear to look like a knight wearing a crown. 
Figure 6- ‘Full Throttle energy drink’ is a logo that has a more detailed illustrated sketch than the other logos shown. The logo is in all grey & has an eagle for the logo. 
Figure 7 – ‘Monster Energy’ has a conceptual logo as the claw mark also appears to look like the letter ‘M’ also.
All these logos have a very modern designs. These are examples of very famous logos that are regularly promoted/advertised. These logos have a theme by basing imagery off urban legends with Monster Energy being a prime example. This is to capitalise on masculinity as It is according to the thescienceexplorer.com “The link between masculinity ideology and energy drink use suggests that energy drink use may be a means of performing masculinity… as a way to raise masculine capital,” Levant said, noting that this performance could be a way of “demonstrating that one is consuming products that are associated with the engagement in extreme sports or an otherwise active and competitive lifestyle.” This is important as I am trying to aim for the older generation by steering away from the dark, modernised designs to appeal to their audience. It is also important for a brand to have a good logo and identity. It needs to have relevance. The most iconic logos are usually are made simpler as they are easier to replicate and the logo design. The logo has to question the user: is it easy to conjure up their mental image? Thus, this is why the logo also has to be memorable. Not only the design needs to add a meaning or emotion but the logo also has to have a purpose.
Figure 7- Keyword brainstorming and mapping 
Figure 8 – Early logo concept ideas
The first thing that I had to think of was a a name and a brand logo, I did this by first brainstorming keywords for my new energy drink name. I began brainstorming the difference between the words ‘old people’ & ‘energy drink’ on my notepad to give me a better understanding by widening my vocabulary with synonyms.
I decided after writing down keywords I start designing concepts for a logo with a brand name. I decided to go with the name ‘Recharge’ which is a drink that can be consumed by an older audience. Recharge is an energy drink that replenishes & refresh the consumer by giving them a boost of energy so it gives them a kick to start working. My first original logo idea was originally of a figure running with a speed bar next to the running figure. The speed bar also has an arrow which is pointing towards the figure which shows the impression of the speed turning up. Another early concept idea is would be the word ‘Recharge’ in capitals with a lightning bolt which had been divided between the word. I decided to go with this idea concept as its a lot more simpler so it is easier to recall & looks more aesthetically pleasing. I have sketched then designed on Adobe Illustrator. I then added gradients to make it look 3d & I experimented with the colours.
Figure 9 – Recharge final sketch 
Figure 10 – Recharge on Adobe Illustrator 
Figure 11 – Recharge light and dark version updated
References:
County, C.T.C.C. (2014). Putnam County Communities That Care Coalition: The Truth About Energy Drinks. [online] Putnam County Communities That Care Coalition. Available at: https://communitiesthatcarepcny.blogspot.com/2014/01/the-truth-about-energy-drinks.html [Accessed 23 Mar. 2023]. – figure 1 Image link
Logo Share. “Redbull Energy Drink Logo,” Https://Logo-Share.blogspot.com/, logo-share.blogspot.com/2014/11/redbull-energy-drink-logo.html. Accessed 23 Mar. 2023. – Figure 2
KindPNG. “Bang Energy Drink Logo, HD Png Download,” KindPNG, 2019, www.kindpng.com/imgv/iRoxbTx_bang-energy-drink-logo-hd-png-download/. Accessed 23 Mar. 2023. – Figure 3
WallpaperCave, and Scash. “Rockstar Energy Drink Logos,” Https://Wallpapercave.com/W/Wp2707445, wallpapercave.com/rockstar-energy-logo-wallpaper. Accessed 23 Mar. 2023. – Figure 4
USPTO.report. “Reign Beverage Company LLC,” Https://Uspto.report/, 27 Nov. 2018, uspto.report/company/Reign-Beverage-Co-L-L-C. Accessed 23 Mar. 2023. WallpaperCave, and Scash. “Rockstar Energy Drink Logos,” figure 5
Clipground. “FULL-THROTTLE-LOGO-3.PNG,” Https://Clipground.com/, 2019, clipground.com/full-throttle-logo.html. Accessed 23 Mar. 2023. – Figure 6
ClipArtBest.com. “Monster Energy Logo Png,” Http://Www.clipartbest.com/Monster-Energy-Logo-Png, 2013, Accessed 23 Mar. 2023. – Figure 7
Smith, K. (2014b). Packaging Design For The Crowded Energy Product Category – SmashBrand – Package Design and Branding Agency. [online] Smashbrand. Available at: https://www.smashbrand.com/articles/packaging-design-for-the-crowded-energy-product-category/ [Accessed 23 Mar. 2023].