Our group started with the brand identity and decided on the name, slogan and target audience first. We created a mind map to figure out the brand name and where we wanted the brand campaign to go. We wanted to expand the target audience of the sport drink and make it a product that not only athletes can use but everyday people. From this idea, we were able to create our slogan “Share your energy”. We then decided on the main design concept using a mood board.
The team gathered images and competitive logos for inspiration. Using the images to inspire the branding and creation of the Fort brand. Using the competitor’s design as a reminder of what we want to avoid when designing an innovative brand.
Based on the feedback from the initial concept designs, I decided to work on the product design and branding personally to be able to have more creative freedom. The initial design was still too safe and close to the competitors designs.
When redefining sports drink, I wanted the design to also match who the product was for, and it was the larger demographic of families and workers. I chose a simple yet bright design so it would be easy to reach for and choose as a drink option.