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LET ME TELL YOU ABOUT US:
Killer Buzz is an emerging energy drink created with a special formula of amino acids that allow it to provide more energy to its users with substantially less caffeine than other energy drinks. Background on the drink and the company can be found at the (soon-to-be-upgraded) website: http://www.killerbuzz.com.
Killer Buzz is a trademarked name that alludes to the effect the drink has on users and to a particular hornet that is stylized in the current logo.
HERE IS WHAT WE NEED:
We seek to redesign the Killer Buzz can with a logo and style that can be used on the product cans and also in point-of-purchase advertising and other company materials, including but not limited to business cards, letterhead and the website.
The objective for the new design is to stand out in the crowded category of energy drinks particularly in the convenience store freezer. The dominant entries in the category are supported by millions of dollars of advertising in various media. Killer Buzz must stand out in the freezer when consumers make purchase decisions and be sufficiently distinctive to create brand equity as the drink becomes more established in the marketplace. The difficulty in standing out is evident in photos here: www.40ouncebeer.com/energydrinkswall.htm... and www.edjunkie.com/collection.html
We want a look that has sufficient staying power that it will hold up as traditional advertising formats are developed.
Retailers and distributors believe the basic white can help it stand out as most other energy drink cans are dark colors. Killer Buzz currently provides four basic products: 8 oz. and 16 oz. versions of both regular and sugar free. A coffee drink and other flavors also are under consideration, so the scheme should allow differentiation of these offerings.
The can currently is manufactured by Ball. The graphics arts policy for Ball cans will be posted in the Project Materials. Note that no more than six colors will be allowed. Also be aware that we eventually will need to produce camera-ready art files that can be provided to the manufacturer if we move forward with producing the winning design. The label must also allow for a list of ingredients and such as you will find on any energy drink can.
OUR TARGET AUDIENCE IS:
The overwhelming majority of energy drinks are currently sold in convenience stores and bars (as mixers and as stand-alone beverages). Most of the celebrity endorsers to date have been associated with extreme sports, NASCAR, rodeo skills, and similar activities. As this suggests, the current market is comprised primary of consumers who are disproportionately male and under 35. Competitor brands are beginning to place products in other retail locations such as grocery stores, and this leads many observers to believe the target audience will broaden into other demographic groups. We want to be in a position to expand.
WE ABSOLUTELY MUST HAVE (or we don't want to see) THIS IN OUR DESIGN:
The design must have a distinctive look that carries over to the current two products (and two sized cans) as well as future products. It must pop in the freezer, both for current category customer and for the broader groups that will be future consumers. The name Killer Buzz must be prominent on the can. We are open to your suggestions on colors and how to convey the name in the logo. The hornet that is stylized in the current logo has not been ruled out or in for the redesign. Some of those working on this project have suggested other types of buzz including a surrounded hive and a symbol suggestive of neutrons orbiting an atom.
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