An Eastern European beverage distribution group decided to launch a new energy drink brand, building on their extensive knowledge of the market.
In order to challenge the stiff competition, the brand must literally burst with energy, and it must impress a very young, mostly male target, always looking for a feeling of “unreasonable freedom” — all these using only the restrictive real estate of a 250ml aluminium can. If you enjoy the view, things click into place forever — if you don’t, you are probably of not much interest to the brand. This makes the can a pretty cool segmentation instrument.
The name “Badster” reflects bluntly the brand’s personality — independent, charismatic and creative — and its challenger spirit, addressing the obsession for freedom of its young, mostly male target.
Badster, the intelligent and daring “jerk”, pushes the limits of its power and independence to unreasonable levels through all its manifestations — from rhetoric to packaging.
The packaging design aimed to unleash the maximum level of energy possible, hence the furious explosion of wilderness coming literally from within, bursting through the B monogram carved out as a jinxing number 13.
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