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Discover
how we reinvented this high-octane Thai energy drink brand for
the hip global youth market.
Before beginning the creative design, we carried out a fact-finding
mission to build up a detailed understanding of where the brand
stood and, more importantly, where the client wanted it to go.
We started by analysing the existing packaging and how Shark
was being advertised and sold. There were a number of
problems with the existing bottle – it looked as if
it contained medicine, the label was small and dated, the
name was lost and the image of a shark lacked bite. The only
people buying Shark were Thai labourers who needed an energy
boost.
We talked to our client about their aims for the brand and
discovered that they wanted to make a big splash. Our challenge
was to take this local drink to a global youth market. Because
it had to compete in the very aggressive energy drink sector,
we needed to create real stand-out and build credibility.
Our first step was to develop a range of solutions that could
give Shark the respect it deserved.
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