The Brief:
Develop a logo and brand identity that capture SHIFT's innovative take on energy drinks while maintaining SHIFT's playful brand voice to their audience. SHIFT's target audience are young, health conscious athletes aged 18 to 35 in the United States.
Goals:
1. Create a creative and eye-catching logo that will differentiate SHIFT from their competitors.
2. Produce slogans and advertisements for SHIFT's four flavors.
3. Make consumers know that SHIFT is a healthy energy drink that can shift both their energy and health for the better.
Develop a logo and brand identity that capture SHIFT's innovative take on energy drinks while maintaining SHIFT's playful brand voice to their audience. SHIFT's target audience are young, health conscious athletes aged 18 to 35 in the United States.
Goals:
1. Create a creative and eye-catching logo that will differentiate SHIFT from their competitors.
2. Produce slogans and advertisements for SHIFT's four flavors.
3. Make consumers know that SHIFT is a healthy energy drink that can shift both their energy and health for the better.
Challenges:
Being in charge of creating a logo, brand identity, and marketing was a difficult thing to manage. I had to ensure that all aspects of SHIFT were to come out perfectly, all three tasks I had to do would impede each other. If these three weren't aligned, I would not be able to successfully advertise SHIFT as SHIFT would intend.
Unique Solution:
I focused on creating the logo first. Separating the top and bottom half of the word "shift" was able to give me that sort of "cyber futuristic feeling" that SHIFT desired, while also being literal in the sense that I was shifting the word itself. With the logo established, I could develop SHIFT's brand identity through advertising and marketing. The Orbitron typeface was an immense help in making SHIFT look innovative and modern, while the copy used in SHIFT's advertisements maintained their casual and playful brand voice.
