Energy and hydration drinks have been targeted towards younger consumers for many years, so the Energy Charge branding is intended to offer a decidedly more mature approach that makes the drinks more appealing to consumers who are no longer school-aged.
Blending vibrant colors with black accents, the Energy Charge hydration drink packaging is a more demure take on the classic beverage bottled you'd find in convenience stores.
Designed by Agência BUD, the Energy Charge beverages look as though they are an evolution of traditional sports and energy drinks that have been on the market for several years. As consumers grow up and require the same products but with a distinctly mature demeanor, we'll likely see a similar evolutionary design taking place in the marketplace.
What's Driving This Trend
- Mature Beverage Branding
- There is an opportunity for beverage companies to rebrand their products with a more sophisticated and mature style, targeting consumers who have outgrown traditional energy and hydration drinks.
- Evolution of Packaging Design
- The market will likely see a trend of evolving packaging design in sports and energy drinks as consumers grow up and seek products with a more mature aesthetic.
- Appealing to Adult Consumers
- Energy and hydration drink companies can tap into a new market by offering products that have a mature approach and appeal to consumers who are no longer school-aged.
Who This Affects Most
- Beverage
- The beverage industry has an opportunity to create and market energy and hydration drinks with more mature branding, targeting adult consumers.
- Packaging
- There is a disruptive innovation opportunity for packaging companies to design and produce packaging that caters to the evolving aesthetic preferences of adult consumers in the energy and hydration drink market.
- Marketing and Advertising
- Marketing and advertising agencies can assist energy and hydration drink companies in repositioning their brands to target adult consumers with a more mature and sophisticated approach.
