packaging / branding / advertising
Catalyst is a fictitious energy drink company centered around one goal; breaking free of industry patterns and offering a fresh approach to an antiquated market. A shift in societal norms has shed light on outdated practices of energy drink brands, notorious for promoting stereotypical ideas of masculinity. Recharging the energy industry while recharging consumers, Catalyst is an inciting force for change.
Renewing outdated connotations
The key challenge for this project focused on cultivating a unique brand voice, pushing the energy drink product to a broader category of consumers rather than the more traditional hyper-masculine sector. The goal of Catalyst is to target both an untapped energy drink market as well as the traditional consumer audience, all while building strong brand recognition and strategic brand positioning.
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