Disclamer: I do not own the rights to advertise for CULT/Astralis or intent to use this for monetisation, this is only a school project with no association to CULT or the Astralis team.
Project: school project
Client: CULT (Astralis)
Target Group: young gamers & e-sport fans
Assignment: redesign existing packaging, improve with extended campaign and potential new variations
Duration: 4 weeks
The assignment
This assignment was apart of a larger project dubbed Hell Week, which challenged designers with sharp deadlines.
For this task, we had to find packaging or design, which lacked in certain areas and redesign it. I chose CULT – Astralis Dragonfruit energy drink, because it’s design lacked communication about content and taste.
I chose to adopt more color and power into the new design. I wanted to emulate the energy and raw skill of the Astralis team, while the dragonfruit literally comes to life!
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Concept & extended designs
The new design’s concept is simple. It’s all about more energy. Mythical creatures which brings power… and looks cool! The fresh colours stimulates the taste and the yellow lightning combines them all. I chose a jagged and wild stile to embody the lightning/energy. This colourful design captures the design of energy drinks today, which is why I created two more tastes; Blue Raspberry & Watermelon.
Branding
Feel the energy! A branding campaign with posters and SoMe posts to share the the product and engage the consumers.
With the dragon right next to the product, this visually communicates wild and furious elements. The lightning effect adds life to the poster and concept.
SoMe & T-shirt
A t-shirt, which is won by liking certain Instagram posts, as part of the SoMe branding.
Only a few lucky winners. The t-shirt’s “over the top” design, would appeal to the target group (young gamers and e-sport fans) and create more interest about the energy drink.
E-mail & Tlf.
