GLADIATOR PACKAGING by Oz Design for GLADIATOR

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GLADIATOR PACKAGING

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Industry Soft Drinks
Media Design & Branding
Market Brazil
Agency Oz Design
Designer Diogo Costa
Strategic Planner Guilherme Callegari
Released September 2009

Credits & Description

Category: Non-Alcoholic Drinks
Advertiser: THE COCA-COLA COMPANY
Product/Service: ENERGY DRINK
Agency: OZ DESIGN
Date of First Appearance: Sep 15 2009 12:00AM
Entrant Company: OZ DESIGN, Sao Paulo, BRAZIL
Design Director: Giovanni Vannucchi (Oz Design)
Designer: Diogo Costa (Oz Design)
Strategic Planner: Guilherme Callegari (Oz Design)
Account Manager: Ana Claudia Pupo (Oz Design)
Media placement: Energy Drink Packaging - Supermakets And Small Stores - 15/09/2009

Describe the challenges and key objectives
The challenge of the project was to introduce a new product in a highly competitive market and, at the same time, create a proprietary and innovative identity territory among Brazilian energy drinks.

Describe the brief from the client
Coca-Cola ordered a packaging project for the introduction of a unique energy drink in the Brazilian market. The product is intended primarily for a young audience from the popular classes who performs several everyday activities, with a routine overloaded with work and study, and who needs to replenish the energy consumed along the day.

Describe how you arrived at the final design
Unlike the category, which uses elements from the youth’s nightlife partying as part of their identity, Gladiator packaging design bears daytime elements in its colours, typography and graphics. Beams that emerge from the character’s head translate the mental power, solar energy, enthusiasm and disposition of an everyday hero. This hero was represented in the packages by a proprietary icon that has the image of an urban gladiator who, like ordinary people, is also capable of daily victories and achievements.

Give some indication of how successful the outcome was in the market
The way of thinking about Gladiator’s identity allowed us to reach a final result in which we abandoned the graphic paradigms adopted by an entire category in order to reach the audience in a distinct moment in their lives, not only during parties.