Energy drink for those who
look for an alternative in their life
Ekto company launched a new line of energy drinks Plan B into the market. The product is intended for people who need an alternative in their life – that is, a change from new emotions and impressions, a sense that the time was spent profitably. Plan B will help you to overcome the “couch gravity” and give you energy for the life’s pleasant moments.
We faced a task of creating a packaging that would be capable of engaging the audience into the beverage consumption process and helping the product to compete against well-known trademarks. These brands’ advantages include years of their presence in the market and strong advertising support, while ours were the new product with a “telling” name that has a high development potential in the communications.
While Plan A is a standard, customary, expected way of doing something, Plan B means taking a different perspective, finding a fresh and unexpected solution and making everything happen cooler and brighter than according to a standard plan! This idea was at the base of the communication strategy and design of Plan B packaging.
In the packaging design, we got rid of everything excessive, having departed from the clichés and stereotypes of the energy drink category.
Plan B packaging needs no “embellishments”; it is the basis and the center of communication staying in a constant contact with the consumer. This is why we got rid of everything excessive in the design, having departed from the clichés and stereotypes of the energy drink category. As a result, we came up with the integral communication where the packaging states, “the alternative plan is Plan B energy drink”.
Plan B packaging needs no “embellishments”; it is the basis and the center of communication staying in a constant contact with the consumer.