Researching Existing Energy Drink Companies

In order to gain a starting point, and relevant ideas, I researched into what energy drink companies are on the market, their use of font and colour and overall design. When considering existing companies, it is important to consider their target audience, and what part of the market they belong to (high or low end). 

By annotating articles on logos and branding, I was able to draw relevant and appropriate conclusion on what characteristics mark each brand and why it suits their target audience. 

Findings:

Regular and recurring trends:

1. Target Audience
The word 'overstride' is, to some degree, formal, when comparing it to the more colloquial wording used in youth aimed energy drinks. As such the target audience should steer towards a more concentrated and professional market, particularly sports related. However, as energy drinks are affordable and purposeful for many students, the overall target audience would be young adults. The competative and egoist nature the notions of the word entail, would resemble the motives behind gym and image orientated individuals ('achieve more'/ adrenaline personalities). 

consider:
- Formal vs. informal 
- Healthy vs. unhealthy marketing (promoting brand to a certain style)
- Youth trends 

2. Type 
Rounded and lowercase type was generally used for the healthier/smarter brands - somewhat resembling the consumers tastes being less aggressive and harsh. Therefore, block and rigid text was used more for informal and generic cheaper simpler energy drink markets. In order to create a healthy medium, the design could experiment with thinner font that is rounded, however in capitals. I will investigate into both styles before deciding which works as an energy drink. 

3. Colour
Primary colours were dominant throughout the existing brands. 
-Red and yellow were the most popular colours used, it is worth noting that these colours are generally linked with promoting consumable products, resembling fast food, and notions of appetite provoking. 
- Green was also a recurring fluorescent / bright colour that was noted, especially in one of the leading companies 'Monster'. Green on black is electric, therefore note colours which would pop out on a black background. 
- Blue is more calming  and used in the healthier options (healthier in the sense that they promote the energy to be active specifically).
- The more colour, the more elementary and playful the brand is - aimed at a younger generation.