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Quell Energy Juice

Graphic Design, Branding, Illustration

Quell Energy Juice
Identity Collateral
The concept behind this product was to approach the drink category from a different angle than typically observed. Focusing on naturalistic ingredients to give the consumer energy, the drink’s base is made with 100% all natural pomegranate juice and added ingredients for energy such as guarana, taurine, and B-vitamins. Our goal is to offer a beverage that is both healthy & delicious. In addition to the health benefits of this juice, our secondary purpose for using it is for its blood red hue.

The theme behind our drink identity centers on the fruit’s connection to Greek mythology specifically, the link between the pomegranate and the myth of Persephone & Hades. In this myth, Persephone is the daughter of Zeus and Demeter; Goddess of the Harvest. Everyone loved her and even Hades wanted her for himself. So he abducted her. But before she could escape from him and the underworld, Hades gave her a pomegranate seed that she accepted. She did not realize, but this bound her to him & she became Goddess of the underworld. The theme involves the Greek Myth of Persephone and Hades.
The primary color scheme selected, pantone green 361 and black, was chosen for two reasons. First, green is the complementary color of red (the color of pomegranate juice) and second, green is a color that ties into the themes of earth & nature (Themes that are presented in this myth). This color set is also reflective of the bright green field of grass where the story begins.

Our mark, which is composed of several contour lines that form the three headed guard dog of Hades; Cerberus is used because it is a symbol for Hades himself. We focused on the male side of this story to appeal to our target market of men between the ages of 18 and 29 years of age. The logo in this signature is an illustrated font that I drew based off of fruit labels from the 1930s. The outline and three-dimensional qualities of this face are intended to create a bold, masculine and sporty feel. It overlaps the pictorial mark to give the signature weight and ground it to the page. The tagline, “Quell the Beast,” is used to imply that the customer is going to quell their thirst and sleepiness. The tagline employs the typeface: Univers LT Std bold extended oblique. The Trade Gothic type family is used for all of the business stationary applications, because it is a clean and modern typeface that has a large family yielding to the creation of good hierarchy.