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the key to building any successful brand is knowing what you stand for, creating a unique voice and having a distinct point of difference from everyone else. we are united* design, a branding design company and this is what we do. we do this for our clients through unique, intelligent strategy and design.

hello / an introduction.


clients / who we partner with.

clients we’ve created brands for:


Brand  Creative  Case  Study

Breathable Energy. creating the strategy, branding and design behind the newest energy on the market. the following demonstrates how we did this from conception to completion.

cpg / breathable energy.

2012


the process.

immersion.

focus.

visualization.

execution.

Discovery.

Brand Positioning.

Design & Exploration.

Finalization.

02

03

04

+ live the category

+ distill the benefits

bringing the strategic positioning

going live with the brand

+ know the competition

+ define the brand dna

to life, the brands language,

+ point of sale

+ where are their equities today

+ create visual positioning

tone and attitude through

+ marketing & advertising

+ define the opportunity

boards

+ brand logo + packaging + marketing

process / this is how we do things.

01


You are here.

immersion.

01 Discovery.

process / this is how we do things.

+ live the category + know the competition + where are their equities today + define the opportunity


01

Discovery.

a snapshot of the energy market

process / this is how we do things.

- a $9 billion dollar category - dominated by Red Bull - monster & rockstar emerge - 5 hour introduces “no crash� sustainable energy - breathable energy, the future


01

Discovery.

a snapshot (cont’d)

brands // over 100+ in the category

process / this is how we do things.

redbull, 5-hour energy, monster, rock star, AMP energy, bacchus-f, battery, battery energy shot, bawls, blue charg energy, boo koo, burn cintron energy enhancer, cocaine, c energy drink, emerge stimulation drink, enviga, full throttle fast, hustler, hype energy, irn-bru 32, jolt cola, king 888, or plus, lucozade alert, mad dog energy lemonade, ministry o energy, mother, mountain dew energy, mountain dew mdx star, nos, pepsi max, powerking, red eye, red rooster, red der, redline, relentless, reload, rip it, semtex, shark stimula sobe adrenaline rush, sparks, spike shooter, tab energy, u tense, v, vault, glaceau vitamin energy, wired energy drink, energy drink, zipfizz, go to...


rockhunon, ge insx

Discovery.

the insight - exploding category; grew 13% in 2011 - consumer looking for what's next - desire for faster acting products - opportunity to tap into younger trendsetter audience

process / this is how we do things.

, blue unk go , lift

01


01

Discovery.

the solution

process / this is how we do things.

the fastest acting breathable energy.


You are here.

focus.

02 Brand Positioning.

process / this is how we do things.

we created mutliple written and visual positioning concepts. here we share three of those with you.


02 Brand Positioning.

UP YOUR MAN LEVEL

cpg / breathable energy.

you bunch of pussies


02 Brand Positioning.

BRAND NAME

POSITIONING STATEMENT

C+150 is like the name suggests 150mg of pure natural caffeine energy. designed to give you that hit of energy when your starting to flag. this is not girl stuff, this is for men who need that extra bit of power. whether you’re out on the town or getting ready to hit the track, this will give you the extra edge you need. bold utilitarian like graphic, with a modern colorway. you need this piece of equipment with you night and day. prepare for combat, this is gonna get ugly.

BEHIND THE NAME

Caffeine and dosage. say what it is. strengthens the concept idea with a nod towards military language.

PRODUCT STRUCTURE

stenciled graphics. contrasting colors. attention to detail. functional. rip top pack.

PRODUCT DESCRIPTION

Let’s face it, this stuff is looking kind of wimpy. A guy a real guy isn’t going to be putting a lipstick style tube in his mouth and start sucking it...

SECONDARY NAMES

HD50 RDX X X8 ISSUE 17 FLX

TARGET AUDIENCE

18-24

FLAVOR PROFILE

No fruity flavors. Man up.

Skewed a little older. more masculine. for the mans man.

TALON ALPHA COMBAT AGENT 1FIFTY ONEFIFTY


cpg / breathable energy.

02 Brand Positioning.


02 Brand Positioning.

THE ULTIMATE ENERGY TO KEEP YOU ON TOP OF YOUR GAME.

cpg / breathable energy.

POSITIONING // SPORT TECH


02 Brand Positioning.

brand name

01

02

positioning statement

in an era of non-stop action, the world is becoming faster paced by the minute. it’s no wonder “le whif� energy was invented. always at the forefront of innovation, this is the latest, quickest delivery system you will ever use. science and technology coming together to create the ultimate energy package to keep you on top of your game. lightning fast effects, compact and portable, an industry first!

product description

PLAY

VAPOR

taking your game to a whole new level. bring it!

secondary names

ION T7 VAPOR XCEL

flavor profile

mandarin menthol apple mint unique flavor combinations to give distinct mouth feels

designed to dominate.

target audience

16-35 positioned to reach the widest of audience, an aspirational brand that many can relate to.

the brand name speaks to how it enables you to achieve everything you want to achieve.

cpg / breathable energy.

behind the name


02 Brand Positioning.


02 Brand Positioning.

YOU ONLY LIVE ONC cpg / breathable energy.

CONTEMPORARY ENERGY / PARTYING WITH A NEW ENERGY


02 Brand Positioning.

BRAND NAME

POSITIONING STATEMENT There is a new generation of partiers out there. They are exposed much quicker and live life much more fast wildly lifestyle. They want to feel like they are in the know and love going to parties that are blogged and tweeted about. They want to party like today was last day of their lives and want to live every moment to the fullest. They want to stay up all night and see the sun rise, we want to wake up the next morning and remember each night like it was yesterday. Partying is class and class is everything.

Excelling your experience with partying. Breathing in energy before you hit the dance floor or turn the night into a fuzz after 3am.

PRODUCT DESCRIPTION

“Breathe in the party.”

TARGET AUDIENCE

15-22 The age of curiosity. You only live once and we’ll try anything as long as it involves a good time.

SECONDARY NAMES

GO 1080 W.T.F. ELV8 ZONE

KICK BOOM SUCK TRU

FLAVOR PROFILE

Flavors that are mixers. Cherry, lime, mint, black liquorice, sour apple, etc.

cpg / breathable energy.

BEHIND THE NAME


cpg / breathable energy.

02 Brand Positioning.


You are here.

visualization.

03

Design & Exploration.

process / this is how we do things.

+ logo + packaging + applications


03 Design & Exploration.

cpg / breathable energy.

logo mark


03 Design & Exploration.

cpg / breathable energy.

3 pack rip top delivery


03 Design & Exploration.

cpg / breathable energy.

fridge pack


03 Design & Exploration.

WEBSITE MARKETING

R A TI O N S

|

S C IE NC E

|

C OM M U NIC AT IONS

|

W AR R OOM

|

C + 1 50 DIV IS ION

FIG. 002 BREATHING APPARATUS

BREATHING DUCT

C+ 1 5 0 FOR SEAL T EAM 6

SLIDE LOCK TECNOLOGY

engage

150mg of Energy

REFILLABLE CARTRIDGE

SAFTEY

SUBSCRIBE TO THE WAR ROOM

ON E D OS E C A R R IES A B1 B2 B3

B5 B6 B7 B9 B12

WHER E MEN B EC OME MA N C D E K

cpg / breathable energy.

PURE CAFFEINE ENERGY design to give you that hit of energy when your starting to flag. this is not girls stuff this is for men who need that extra bit of power. whether your out on the town or getting ready to hit the track, this will give you the extra edge you need.


03 Design & Exploration.

cpg / breathable energy.

logo mark // 01


03 Design & Exploration.

cpg / breathable energy.

logo mark // 02


03 Design & Exploration.

cpg / breathable energy.

multi pack rip top / shotgun shell styling


03 Design & Exploration.

cpg / breathable energy.

3 pack / pattern varnish detailing


cpg / breathable energy.

03 Design & Exploration.


03 Design & Exploration.

cpg / breathable energy.

LOGO MARK


03 Design & Exploration.

cpg / breathable energy.

3 pack / slider box


03 Design & Exploration.

cpg / breathable energy.

3 pack / slider box / single pack


cpg / breathable energy.

03 Design & Exploration.


cpg / breathable energy.

03 Design & Exploration.


You are here.

execution.

04 Finalization.

process / this is how we do things.

one concept selected, developed and taken live


02 Brand Positioning.

D.. .

cpg / breathable energy.

E THE â–ş WE AR F T W N IO G E N E R AT

PPENE J U ST H A K C U F E H AT T H IO N O F W G E N E R AT


02 Brand Positioning.

synopsis

w.t.f i’ll try it... it’s time to ditch the lame parties and it’s time to man it up and party like a rock star. waking up the next morning not knowing where you are, there’s blood on your shirt, your pants are gone, and there’s a foreign chick sleeping in your bed... this is the generation of anything goes.

key points

- BOLD COPY / SAY IT HOW IT IS - SEX SELLS - GIVE IT SOME ATTITUDE

potential names

LE WHIF // CONCEPTS

GEN // W.T.F

BOOM KICK SUCK DUB ELEV8 ZONE W.T.F

02

cpg / breathable energy.

GO FIXX BLAZE TRUE TRU 1080


04

Finalization.

BRAND NAME

INITIAL

FINAL

positioning statement

There is a new generation of partiers out there. They are exposed much quicker to the real world and live life much more wildly. Going to night clubs are cool if you’re older but we want to party like today is the last day of our lives. We want to stay up all night and see the sun rise, we want to wake up the next morning with blood on our shirts, half of our head shaved, and a foreign chick in our bed. We’ll try anything once. We are the generation of what the fuck just happened!

behind the name

Pure speaks to the purity and

product description

Pure Energy. Pure Power.

strength of the product. Simple natural ingredients with a kick!

secondary names

Pick a number.

KRUSH

BOMB

REVV

NOISE

EDGE

X

GAME

16-24

flavor profile

Fresh Mint. It’s all about the number, not the flavor!

For those who want a specific level of energy. cpg / breathable energy.

target audience


04

Finalization.

cpg / breathable energy.

LOGO MARK // FINALIZED


04

Finalization.

cpg / breathable energy.

3 pack / 100 mg of caffeine


04

Finalization.

cpg / breathable energy.

single packs / different looks for different dosages


04

Finalization.

MERCHANDISING UNITS

cpg / breathable energy.

establising a tone of voice at point of purchase


04

Finalization.

MERCHANDISING UNITS

cpg / breathable energy.

establising a tone of voice at point of purchase


cpg / breathable energy.

04

Finalization.


cpg / breathable energy.

04

Finalization.


04

Finalization.

WEBSITE MARKETING creating a lifestyle go-to website, streaming pure party videos, photos, music partnerships and of course, babes. one big interactive party.

PURE BANNED IN NYC. CAN’T STOP THE PARTY. READ MORE

ASHLEY OLSEN SEEN WITH PURE READ MORE

MIAMI BEACH BLITZ PARTY READ MORE

PHOTOS

BLOG

CONTACT

BUY

STREET TEAM

HEADLINES

HITS YOU LIKE A KICK IN THE FACE. @purepartymonster: Diplo at the #Pure Party Tent! Hit it hard!!!! #puretour2012

SUCK HERE

THE 411

NEWS

2

PULL 1

GIVE ME. I WANT.

WTF IS THIS

PURE TOUR ‘12 Calvin Harris and Pure. Do you really need to know anything else?

07/26/12 Calgary, AB Broken City 07/27/12 Saskatoon, SK Vangelis 07/28/12 Winnipeg, MB The Lo Pub 07/28/12 Winnipeg, MB The Lo Pub 08/01/12 Toronto, ON Parts and Labour

IT’S OK TO STARE. INTRODUCING THE PURE GIRLS. Ashley Wright is bangin’. So bangin’, in fact, that despite never having met you, not knowing what you look like, and being blissfully unaware of your terrible body odour, the Irish stunner has agreed to spend a night with you. Excited? Well you should be! READ MORE

“BOUNCE”

YOU ARE WATCHING LIVE STREAM @ EDC

#PurePartyGirl: Ashley Wright,

Los Angeles, CA

cpg / breathable energy.

NOW PLAYING

FEATURED LADY


04

Finalization.

BRAND GUIDELINES

cpg / breathable energy.

a style guide created for further 3rd-party extensions and hand-off.


this page was intentionally left blank. / feel free to use this space for some notes, grocery lists or doodle some skulls.


cheers* don’t be shy, reply. contact lawrence haggerty // creative partner // lawrence@uniteddsn.com andy johnson // creative partner // andy@uniteddsn.com new york // 206 west 23rd st. 3rd floor, new york, ny, 10011 call 917 267 2857 ext 8249 san francisco // 360 langton st. suite 203, san francisco, ca, 94103 call 917 267 2857 ext 1859

living the brand in design, language and experience.

www.uniteddsn.com


United casestudy Breathable Energy  
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