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Our typology We have identified energy drinks as a typology, as they all have a similar style and all share the same market target audience. All the packaging on energy drinks try to display the energy that the consumer will experience when they drink it. This is unrealistic and deceiving as they do not make much of an impact, only when excessive amounts are consumed. Also on all energy drinks the good ingredients (natural herbal extracts) are always displayed to be noticed while the bad ingredients (for example aspartame/flavouring etc) are in small print on the back.
Energy drinks As you can see they all have a similar style of packaging and are putting the same message across. .
Energy drinks: Unhealthy! They have many unhealthy ingredientssuch as high levels of sugar and caffeine and also in many products you can find a genetically modified sugar called aspartame, which is linked to at least 190 diseases including neurological issues and diseases affecting the nerves. There is a lot of heated arguments and speculation currently going on with energy drinks about their artificial/synthetic ingredients and there is a vast range of evidence to prove they have had harmful effects on humans whether low or high levels of the drink have been consumed.
Energy drinks: fashion item? Energy drinks are not so much bought for energy but for the idea of them, the taste and image. They are also heavily associated with alcohol i.e. vodka.
Our meta-object idea The idea we came to was to make a spoof of an energy drink and make it look exaggerated in terms of the energy it gives you whilst outlining the truth about the drink. We aimed to design an object that hit both typologies of image and bad health. Unhealthy Fashion item Gives you loads of energy Bought to look ‘cool’ Harmful
Ideas Bottles looking normal and looking cool like with fancy names such as E951 but with hidden meanings such as this being the code for the cancerous aspartame. A bottle of urine, referring directly to it tasting like urine and being as healthy as urine, but this would only reference the unhealthy side of the drink. This bottle showing the ingredients in large, completely the opposite to what you would expect
Final proposal After generating a wide range of ideas we came up with designing a drink that looks as professional and realistic as current energy drinks on the market but include hidden meanings, for example, the name of the drink being E951 (the code for the cancerous aspartame additive) and the molecular structure to make it look cool and artificial at the same time. Also the bad ingredients will be noticeably listed on the label unlike current products.
The making Putting together the bottle As we wanted the label to look professional and realist as it could be found in a shop we used Microsoft picture 7 so it would have a quality look . We printed out several drafts of the label and decided what we could change to improve it and make the meta object better as a whole. We kept added green food colouring to the sparking water until we believed it made the drink look artificial which expanded on the spoof but to also match our brand colours. Designing the label
Our meta object Like existing energy drinks we show what is in E951 but say the bad ingredient rather than making out there is good ingredient inside The ingredient has been enlarged rather than making it small and hidden away The name is cool looking but is the code for aspartame which is a cancerous additive The bottle is 2L which exaggerates the intake level of a single person rather than a small can Company logo/name spoofed The content of the bottle has been made to look artificial with the green sparkling water Bad diet telling you its diet drinks that need artificial ingredient such as aspartame to make them sweet Cool looking graphics but this is the molecule of aspartame! A well known symptom of energy drinks is being advertised
