COMMISSIONED BY DEEEZ.CO
ART DIRECTOR:SEYYED MOSTAFA SEYYED EBRAHIMI
CREATIVE DIRECTORR:YEKTA JEBELLI
PACKAGING DESIGNERS:MOHAMADREZA ALAEI , SEYYED MOSTAFA SEYYED EBRAHIMI
MOTION DESIGNER:MOHAMMAD ARDESHIRI
Energy drinks and the effect they have on the human body are very similar to the computer games we played as children. Characters who gained superhuman strength by eating something and fought and defeated monsters with their magical powers. So we used this concept to design a product that would revive that exciting energy for the audience. Ace Squad brand is the story of a group of superheroes who use this energy drink as their magic potion to become powerful and defeat their enemies.
The way of dealing with packaging has been undergoing major changes in recent years. Store aisles and shelves have given way to online stores and Instagram posts, and as a result, the digital capabilities of a package have become even more important than its printing techniques. In addition, the packaging itself can become a means to experience, play, think, and go viral in the virtual world, and this contributes to the presence and promotion of brands in the digital world in an exciting way. Adding AR capabilities to brands acts as a gateway that allows the audience to take a step from the physical world of packaging into the digital world of the brand. We’ve also used this feature and placed a game ticket on each can! All you have to do is hold the can and use your phone to scan the QR code so that you can enter each superhero’s private world and help them fight monsters. The target audience of this product is the generation that experienced entertainment such as animation, comic strips, and point-and-click games on old consoles when they were children. Creating AR-capable games on the packaging is a way for the consumer to interact more with the packaging, which can, in turn, lead to greater brand loyalty and consumer enthusiasm. By running the game with the first purchase of Ace Squad energy drink, you become a member of the Ace Squad Customer Club, and you can use the points you earn in the game towards discounts on your online purchases from the Ace Squads website.
In the process of designing the visual identity of the Ace Squad brand, we considered different flavors for each drink and created the colors and characters accordingly. A group consisting of four characters, each with a different flavor. We modeled our superhero characters on comic strip heroes, but did it in a new way with a greater resemblance to cartoons to make it easier and more convenient to read on the packaging. We also tried to create a complete family of energy drinks by designing four different drink versions in order to give different audiences a choice according to their taste. The design we were looking for had to be fun and creative and set itself apart from the competition. We created the image we wanted by combining illustration and typography, exploiting the contrast created by these two elements.
The use of illustration with flat, colored surfaces and thin, black strokes (inspired by the style of animation of the 30s) in combination with bold typography (inspired by comic strip sound effects) helped us create a unique and powerful image for our brand so that our audience would feel a simultaneous sense of nostalgia and novelty with this packaging.
Energy drinks are something we designers love! And the reason is clear: when you are a designer, you never have enough time for your projects, and energy drinks give you that extra time to complete your backlog of projects. But perhaps the most difficult task for the designer is to find a well-designed energy drink among a sea of similar brands with similar designs on the shelf of energy drinks. This was the spark of inspiration that motivated us to design our own different and creative energy drink.