U.K. Energy Drink Design Gets Revitalizing Change

For over 90 years, Lucozade Energy has been the U.K.’s favorite energy beverage brand. Lucozade Energy challenged package design firm BrandMe to create a contemporary pack that would evolve and reinstate the brand’s iconic status, specifically for its flavors range.

The new pack design across the five flavors amplifies Lucozade Energy’s most recognized equity, the vertical logo, and reinforces its core equities of great taste andenergy. An intricate shard pattern in a burst of color emanates out of the Lucozade arrow, adding the sense of movement. The design brings a new sense of energy and relevancy to this iconic brand.

“By stripping away the clutter of the drop shadow and making the logo white, we created consistency and navigation throughout the flavors range, which in turn helps enhance the visual recognition of the Lucozade identity on shelf, making it a beacon for the brand,” says CharlotteElder, Associate Design Director, BrandMe.

Adds Lucozode Energy Brand Manager Bridget Hirst, “We know from research that consumers really like our refreshed Lucozade Energy packs and that this eye-catching new packaging will drive further interest in the range, which is already growing at 47 percent year on year [according to EXT, IRI, MarketPlace GB, latest 52-week data ending 28.04.19].”

The redesigned range, available now, includes Caribbean Crush, Wild Cherry, Brazilian Mango & Mandarin, Pink Lemonade, and Apple Blast.