Challenge: I was tasked with creating a brand concept for a new sports drink, similar to Gatorade, that was focused on a specific target audience: college athletes.
Research: We began by researching the college athlete market, specifically studying the habits and preferences of this demographic when it comes to sports drinks. I also analyzed the brands of other sports drink companies to identify key design elements and trends.
Insights: My research revealed that college athletes prioritize performance, recovery, and taste when choosing a sports drink. They also value convenience and affordability, as many are on a tight budget and have busy schedules.
Solution: With these insights in mind, I created a brand concept that emphasized the drink’s ability to enhance athletic performance and aid in post-workout recovery. We also highlighted the drink’s great taste and affordable price point, as well as its convenience for college athletes who are always on the go.
Results: The brand concept was well-received by the sports drink company, which saw the potential in targeting college athletes with their new product. The design elements and messaging resonated with the target audience, resulting in increased interest and engagement on the website. The company plans to move forward with the website concept, which will help them establish a strong presence in the college athlete market.
