If anything, energy drinks could be generally considered to appeal to a more masculine consumer base, with their punchy color blocking and edgy text and graphics. Femme Boost packaging has been designed specifically with girls in mind, both on the inside and out.
This product boats a recipe of 100% natural ingredients and being sugar-free. Those two features already make it an exceedingly desirable beverage, but an attractive brand identity was necessary. Rexam of the UK decided to use a slim pop can type of container to capture that womanly ideal. The aluminum was then coated in a pale pink color for a touch of femininity. Finally, Femme Boost packaging is labeled with handwritten but elegant text that infuses the label with energy and personality.
Femme Boost Packaging Appeals to the Spirited Female Consumer
Amelia Roblin — November 8, 2013 — Marketing
References: rexam & packagingoftheworld