The package:
E Powered by Energetix Drink (marketed in Germany)
Summary: Producer: Energetix. Contents: 250-mL; size: 1750 mm high, 750 mm wide; material: glass; package style: bottle with stand made of metal; price: 43 Euro.
Description: The decorative frog contains two magnets.
Designers’ critiques:
E Powered Energetix is a very esoteric drink, thus very esoteric, one-of-a-kind package design. This unique product is a blend of American cranberry, red grape extract (resveratrol), and Vitamin C. Thus, it is marketed as both an energy- and immune system-boosting drink. Unusual positioning to go after these two categories simultaneously. This carves out a niche that is unique among drink products.
Cobalt glass bottles with silver cap, large “e”, the words “powered by energetix”, and magnetic frog are standouts from among countless bottled-drink products on the shelf, and leverage specific cues.
The frog is part of the Energetix company logo and it is used to good effect as a .2 Tesla strong magnet, also referring to the parent company’s core business of marketing magnetic jewelry. Rationale: to create a magnetic field around the package that will energize the molecules of the drink within. While science might be thin as to the true health benefits of magnetic therapy, there are plenty of believers around the globe who regularly wear magnetic jewelry to improve circulation, lessen pain and swelling, soothe the body.
Energetix plays to health-conscious consumers.
Ted Mininni, President
Design Force Inc. (www.designforceinc.com), Marlton, NJ
When we evaluate a brand identity, we always look first to see how it communicates a simple, clear truth in relationship to human need, and second, how well it does it do through the skill of “good” design.
I have to say I find this design eye-catching only because of the over-packaged nature of the design (metal, spray coated or solid blue glass, synthetic jewels, two icons). Even though it invades my sight through visual overload, I still wonder what it is, what it is for and how to use it. Should I splash it on my body?
I have no problem with disruptive design, indeed I encourage it, but I would have liked to see this design somehow reflect what a contemporary energy drink could be.
Jonathan Ford, Creative Partner
Pearlfisher (www.pearlfisher.com), London, England
This package strikes me as unusual because it leverages cosmetic aesthetics for an energy drink. And the introduction of multimaterial composition is new for the category—at least in the U.S. I would also say that it has a very approachable look; in the U.S.,most energy drinks are based on very aggressive, male-oriented visuals.
The package advances its product category in multiple ways. The glass and plastic are in contrast to the cans most energy products are packaged in. The opacity of the glass and the metallic stand would appear to give it a premium presentation, much like VOSS, with the bottom-lit pedestal, in the mineral water category. Assuming that the category could advance in a premium direction, this is an interesting approach.
It seems they are approaching "energy" from a very different perspective.
Eric Ashworth, Chief Strategy Officer
Anthem, a Schawk Strategic Design Company (www.anthemworldwide.com)
San Francisco, CA.
