OVERVIEW
Challenge: Design a brand and its products that resonate with both Asian and Western cultures, navigating the nuances of diverse preferences and aesthetics. The goal was to stand out in a competitive market by crafting innovative branding that seamlessly bridges these cultural contexts.
Opportunity: By embracing cross-cultural influences, RX Energy could pioneer a unique, inclusive identity that appeals to global audiences. This presented an opportunity to blend traditional elements with modern design, creating a brand that feels fresh, relatable, and culturally authentic.
Responsibilities: Competitor Research, Brand Design, Packaging Design, Prototyping
Role: Brand Designer, Product Designer
Frameworks used: Figma, Adobe Illustrator, Indesign
THE IMPACT.
THE WHY
RX Energy redefines the energy drink market by blending the rich flavors and traditions of Asian and Western cultures into a unique, health-conscious beverage. Crafted with natural ingredients that promote probiotics and essential vitamins, it offers a refreshing energy boost tailored to the modern, active lifestyle.
1. THE PROCESS
Research:
- Understanding the market in Korea
- Understanding the current trends
- Understand the audience in the young adult age range
2. THE BRAND.
Our mission is to provide a refreshing energy boost with natural ingredients, probiotics, and vitamins, catering to the modern, active lifestyle. All while blending the rich flavors and traditions of Asian and Western cultures to create a unique, health-conscious beverage.
The Final.
THE DESIGN
Each RX Energy can features a distinct color palette that reflects its unique flavor, creating a visually vibrant and cohesive lineup. The backdrop showcases a hand-sketched skyline of Korea's iconic landmarks, from traditional architecture to the Seoul Tower, blending cultural heritage with modernity. A dynamic white stroke symbolizes energy and movement, while the three key benefits—green tea caffeine, vitamins, and probiotics—are prominently displayed. To complete the design, the flavor name is elegantly positioned at the top of each can, ensuring clarity and appeal.
Lychee
The lychee flavor offers a sweet, floral taste with a hint of citrus, capturing the essence of this beloved Asian fruit. Its refreshing and delicate profile adds a unique twist, making it the perfect choice for those seeking an exotic yet balanced energy boost.
Muscat
The muscat flavor delivers a vibrant, juicy sweetness reminiscent of fresh grapes, paired with subtle floral undertones. Its crisp and aromatic profile provides a refreshing and sophisticated energy boost that delights the palate.
Orange
The orange flavor bursts with zesty citrus notes, delivering a refreshing balance of tangy and sweet. Its bright and invigorating profile provides a classic, revitalizing energy boost perfect for any time of day.
THE MARKETING.
Embracing Korea's renowned pop-up store culture, RX Energy will launch a unique, immersive experience where each flavor is showcased in its own dedicated pop-up room. These themed spaces will reflect the distinct personality and design of each flavor, drawing in curious visitors and creating a buzz around the brand’s debut.
Lychee
Continous with the color and the theme of the lychee fruit, the room will be designed to showcase this unique flavor.
Muscat
The room is vibrant and eye catching, resembling the muscat flavor.
Orange
The orange room is a burst of energy just like how the zesty flavor is.