RedBull Re-Branding
Client: Red Bull Energy Drink
Project type: Self initiated project
Design Brief: To recreate Red Bull energy drink as a brand and change its existing reputation in the market.
Design Brief: To recreate Red Bull energy drink as a brand and change its existing reputation in the market.
Download the full case study pdf from here (highly recommended)
2. Can Design and Packaging
In order to make the can look lively, theregular blue and silver colour was totally overlooked and new revolutionary design having a sense of pace and direction was designed. The prime drink has black and green colour scheme on its can with arrows symbolizing motion andpath. All this visual makeover was done with an intension to bring the drink more closer to those who might consume it regularly but didn’t relate themselves to it, until now.
More flavours draws larger number of buyers andwith notion, I introduced a range of new flavours (mint and lemon) and genderspecific cans where "his” and “her” flavour cans communicate the thought of achieving things together with fun,which can attract lot of young couples interest.
New ways of carrying the drink, only add a pluspoint to it. Mini can for those who don’t want to take too much of caffeine (themain ingredient in the drink) and a handy pouch pack for athletes and extremesports lovers.
3. Brand Exhibit
To be an example of perfect re-branding,the drink has to do more than just changing its appearance and makes. How canit reach its target audience? How can this brand remind them of its uniquenessand how do the people know that their Red Bull has changed?
To answers all this questions, I came up with various inimitableyet efficient ways of brand displays.
4. A Brand To Remember
The real task of giving a brand a character andpersonality cannot be possibly accomplished until it becomes a brand to beremembered. A brand, to which people react joyfully after encountering it, isthe brand which has the ability to survive in longer runs. Continuing on thisexplored fact, I developed an idea of adding a fun and bizarre activity todrink and what could it be better then belching.
Belching is so common while drinking soft drink that no bodyactually gives a thought to it that how funny and amusing it can be and so muchfunnier, if shared with friends. The purpose behind this is to have fun, notwhile you drink but even after you have finished drinking it. And its not onlywhen you drink it, after having a meal if you accidentally belch, you immediatelyrecall drinking the belching can of red bull. This strongly marks the emotionof consumers. However, I knew that some people might raise question against theidea and rate it as derogatory activity, but in my view, such “out of box” kindof advertising proves only to be productive, if handled and deliveredcautiously.
