New Fuel
Project Overview
New Fuel are tired of seeing so many caffeinated energy drinks due to caffeine’s negative effects on sleep cycles – especially in teens. New fuel aim to combat this by using only natural ingredients. By appealing to younger generations through design, we can bridge the gap between health and 'cool'.
Challenge
The challenge here was to position New Fuel as a healthy energy drink whilst still appealing to the younger generation. The brand is gender neutral so staying clear for sterotypical visuals was key.
Solution
Developing a full brand identity with a mascot logo helps tie in the care-free and energetic feel the younger generation tend to lean into. The mascot is based off of the shape of a XXX, one of the main ingredients in the drink. Using fluid shapes, doodles and a hand-made font helps bring in the organic, natural feel and the subtle leaves within the logotype give a little hint to the main USP. Alongside the branding, I created a full brand guide, packaging and advertisments. The result is a cohesive brand experience that positions New Fuel as a trusted, fun and healthy alternative to its larger competitors.
Brand Guide
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