I decided to promote a fictional energy drink called Surge. I wanted the design to evoke high energy and movement with an exciting wild element.
I began my process by sketching numerous logo concepts, attempting to capture the energy and feel I wanted the product to evoke.
I decided my most successful sketches contained an animal (a great cat) as well as an electrical energy component (lightning bolts). I decided to combine the two in some concepts. I chose a color palette that utilized bold, contrasting colors (black and orange) that could also be found in nature (a Bengal Tiger's coloring). The typography needed to look rough and wild as well, so I chose a font that had an angular, hand-drawn look and added a black backing layer to mimic a thick, bold stroke.
Using Illustrator, I designed several iterations of the product labeling, each promoting a different, exciting flavor.
Using Dimension, I created product mockups displaying the product labeling on a variety of container types including bottles, cans, mix packets and boxes.
Final product mockup, using Adobe Dimension and Photoshop.
