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“Berivis” Product Branding

April 2017 – May 2017

PROJECT BRIEF
The goal of this project was to come up with a unique beverage and design its branding in a way that would help it stand out from other existing beverages. By researching what beverages exist and what their branding looks like, I was able to determine what direction would be unique, both in terms of a beverage type and its branding.


CONCEPT STATEMENT
Berivis is an energy drink that stands apart due to its simplicity and approachableness. It is a lightly and naturally sweetened, carbonated, caffeine energy drink, unlike other energy drinks that are considered “obnoxiously sweet,” “disgusting,” and “chemically.” Additionally, it doesn’t have a gritty, in-your-face appearance. The simple, modern, clean line-based aesthetic helps communicate its simplicity compared to these other energy drinks. It also helps to communicate the current generation’s desire for a healthier future. The color palette of each beverage helps indicate the flavor, and it comes off as bright and friendly in comparison to other energy drinks.

BRAND STORY
When one goes to the store for a caffeinated beverage, there are basically a few options: coffee, tea, and energy drinks. For the average coffee or tea drinker, there are so many types of beverages to pick from. However, there aren’t as many options for energy drinks, and most of them taste disgustingly sweet and have similar gritty appearances in their branding. This tends to be a common complaint from consumers, with them wishing there was a healthier and more refreshing alternative. And that is how the idea came about for Berivis, a lightly and naturally sweetened, refreshing, fruity carbonated energy drink.

RATIONALE
Once I had decided on a type of beverage, I needed to determine a name and a visual direction for the branding. For coming up with a name, I created multiple mind maps centered around some keywords: energy, sparkling, natural. After branching off several other words on each mind maps, I then translated the words into multiple other languages (i.e. Latin, French, Italian, Japanese, etc.). From these various words and word parts, I attempted to create simple yet memorable name possibilities that would help communicate aspects of the beverage. After discussing with multiple people and frequently testing how they sounded, the list was narrowed down to Julse, Velox, Berivis, and Fizviz. Velox was eliminated for not having a clear pronunciation and for sounding too high-end. Fizviz was eliminated for sounding too juvenile. Julse was eliminated for sounding too in-your-face, which was essential for standing out from other energy drinks. These eliminations led to picking Berivis (behr-ee-vihz). Berivis sounded friendlier, had a bit of energy to its sound, and implied it was fruity.
Next came the moodboards, where I considered colors, typography, the visual illustration style, and various textures and patterns. The goal was to communicate it was modern, fruity, healthy, bubbly, and caffeinated.
As for the colors, I initially turned towards two ideas. One was a mixed colored palette, where I experimented with a few different color hues per palette, and they were bright, fun colors. The other idea was to do a single hue palette per flavor, where there would be a main color and include a lighter shade and a darker shade. For this idea, I also picked bright, fun colors. These types of colors help communicate that the flavors are fruity, and with their bright, vibrant hues, they also help communicate energy and bubbliness. Another perk of the single color palette per flavor idea is that it would be bright yet simple, which would help it stand apart from other energy drinks visually and also help communicate its simplicity as well. Between this logic and people favoring this idea, I went in that direction for the colors, with slight adjustments along the way when test printing. Additionally, it was suggested near the end of the process that I try the logo in silver while the rest of the beverage can stuck to the color palette. Others liked how that helped the logo pop more, but they also disliked how it stood out awkwardly due to its lack of cohesion. To solve this issue, I changed the can design to have the stars be silver as well, which helped the can sparkle in a sense and feel more cohesive color-wise, and others agreed that this looked better.
As for typography, I considered a variety of typefaces that would match the mono-weight line-based design direction I was considering, would help communicate its modernness and healthiness, and would stand apart visually from other energy drinks. I considered geometric sans serifs, condensed sans serifs, slab serifs, and even cursive scripts. Most people leaned towards the Comfortaa and Dosis, liking the clean, rounded, geometric sans serif feel of them (with Dosis being more condensed). In the end, I opted for Dosis SemiBold and Dense Regular, both of which styled nicely with the chosen wordmark. They also helped create a clean and modern design and had condensed appearances that would lend themselves nicely to a tall and skinny beverage can label.
When it came to considering the visual illustration style, a mono-weight line-based design would be appropriate for the branding. This illustration style would be simple and modern, reflecting the beverage’s simplicity and the current generation’s desire for a healthier future. When researching designs in this style, I found several images to serve as inspiration. And when considering textures and patterns, I found a variety there as well: patterns made up of scattered objects and details, patterns made up of objects and details organized in a grid, and geometric-based patterns. However, people were most drawn towards the images in inspiration images, where objects and details filled in a space surrounding a centralized object or word resembling older filigree patterns but in a modern illustration style. Therefore, this was the direction I pursued, and in the end, others really liked the resulting design on the beverage label. The modern filigree design included the fruits of the six flavors the line of beverages would have available: orange, blackberry, blueberry, apple, strawberry, and lemon. (However, I only designed three labels for the project.) This would help communicate its naturalness and fruitiness, along with the included leaf details. The filigree also included stars and bubbles, to help communicate the refreshing, sparkling, energetic aspects of the beverage. And lastly, various lines and curves were included to allow the design to feel filled out and intricate. The entire design was based on a one-sixteenth inch grid, allowing for all of the elements to feel balanced and cohesive. It is also all 2 points thick, allowing for it to compete less with the logo, which is 3 points thick.
Initially, I knew the branding needed a simple and clean logo represent it. However, it was difficult to come up with unique sketches of wordmarks when everything else for the branding was initially broad and undecided. At that point, I mainly considering the types of typefaces that might work well for the overall branding and the letterforms of the names I was considering. Once the name and visual direction had been decided upon, it was easier to consider wordmarks for the branding. After more sketching, I received input from others, and they leaned towards three versions the most: (1) a lowercase, rounded, geometric sans serif wordmark that was clean, simple and had high contrast; (2) a wordmark similar to the first, but less thick and included leaf details and an uppercase B; and (3) a condensed, rounded, geometric sans serif encased/adjoined to the shape of a sideways strawberry outline. In the sketching phase, others had voted for the second one the most, with an equal number of votes for the other two. However, once the wordmarks were vectorized and included in a label design, people leaned towards the wordmark encased in a strawberry outline. One concern brought up by a couple of people was that it might be confusing for there to be a strawberry outline when there are different. Trying to include the lettering with other fruit icons wouldn’t work as well unfortunately, due to the curvatures and proportions of other fruits when in icon form. When I brought up the concern with others, I was told it probably wouldn’t be an issue, so I went in that direction and left the wordmark as is.
As for the beverage container, I researched the various bottle and can types for sodas and energy drinks. Eventually, I narrowed the selection down to a tall and skinny clear soda bottle (Sparkling Ice Lemonade - 17 oz) and a tall and skinny soda can (Red Bull Sugarfree - 16 oz). Everyone agreed that both options worked well but the can would work better if possible, but I was worried initially I’d be stuck doing a bottle due to printing limitations. However, with a bit of printing research, I discovered that Silhouette sells a variety of paper and sticker materials. One of their products is a pack of silver foil sheets with adhesive backing, which was supposed to work with inkjet printers. Sadly, I read in the reviews that the ink doesn’t dry well and smudges easily. With this concern in mind, I also ordered Workable Fixatif with the silver foil, hoping it would help the ink set. When I did a test print, I was able to observe that the smudging fears were true. Thankfully, the fixative sprayed on nicely and helped the ink set fairly quickly with some drying time. With the test print being successful, I was able to pursue onwards with a foil can design.