Zinq
Shaking Up The Beverage Market
Tasked with creating an innovative beverage brand in just six weeks, I conducted extensive market research and developed the product, packaging, and marketing materials. Analyzing Mintel’s 2022 juice drinks report, I identified an opportunity for a flavorful, low-sugar vitamin-juice blend catering to the ambitious lifestyles of American teens and young adults.
Market research revealed that consumers prioritize juice with no added sugar and great flavor, though interest in juice as a vitamin source has been declining. I saw a chance to rejuvenate interest with a new brand offering both health benefits and delicious taste.
I envisioned an all-natural juice drink enriched with zinc, vitamins B/C/D, and magnesium to boost immune systems and naturally enhance energy levels. By emphasizing zero added sugars and naturally derived nutrients, I aimed to differentiate my brand from competitors like Vitamin Water and V8.
Through interviews with my target audience, I refined the flavor profiles, ultimately developing four new flavors: blueberry/mint, pineapple/coconut, tangerine, and apple/cinnamon (a limited edition fall flavor).
Make it Pop. And Fizz.
I quickly decided on the brand name Zinq and defined the brand values to resonate with my target audience: bold, strong, and healthy.
For the visual identity, I chose Poppins as the primary typeface. The colors needed to be vibrant and support the flavors, so I crafted a palette that would command attention on the shelf and accurately represent the beverage’s flavor profile.
Initially, I wanted to create fruit illustrations to use on the packaging. However, despite my best efforts, my illustrations didn’t serve the brand well. Following feedback from my peers and professor, I pivoted to using curated stock photos. I designed the “falling ingredients” scenes in Photoshop, which were well received.
Boosting Immune Systems. And Sales.
With the packaging complete, I moved on to creating marketing elements. Recognizing an opportunity to appeal to travelers, as travel often increases susceptibility to sickness, I developed static and motion advertisements for airports and subways. I wrote copy tailored to my target audience and the physical location, and then mocked up the ads in LiveSurface.
Pouring Over Insights
This project was enjoyable and taught me a lot. Constructive feedback forced me to pivot several times, significantly improving the final product. Bringing the beverage to life through marketing components was particularly rewarding. Zinq exemplifies my dedication to crafting products that positively impact society, and I’m excited to develop more brands that help people live healthier, happier lives.
Project Details
My Role
Creator
Designer
Tools
Adobe Photoshop
Adobe Illustrator
Adobe InDesign
Adobe After Effects
LiveSurface
Timeline
6 weeks
Resource Attribution
Fruit Photography: Shutterstock
© 2024 Max Stromfeld
All wrongs reserved