The Final Product

So I just finished assembling the labels on the bottles and let me just say that I am very proud of myself. I think they turned out exactly how I imagined they would, you gotta love when that happens! Overall, both Senior Project and Graphic Design Capstone were a little hectic but I'm happy with everything I have accomplished. I feel that I learned a lot and that I actually grew as a designer as a result of taking these courses. Now it's time to prepare to graduate.

Below are some images of the final Sin Energy product line, enjoy!

Final Paper

I have finally finished my paper and I figured I would share it with you all so here it is, enjoy!


Click me to read the paper.

P.S. The images may look a little funky since the PDF is print format.

5 Hour Energy - Case Study # 8

This case study surrounds the launch of 5 Hour Energy, since I usually give you guys a break down of what's in it, I figured it's time for you to take what you want from it and develop your own opinion. You can find the case study here.


Have fun

#imNOSome - NOS - Case Study # 7

This case study was about NOS trying to maintain their image for 2013. They held a social networking contest through twitter and instagram with the help of CrushIQ, by telling followers to upload pictures of themselves with the product and the hashtag #imNOSome. If a person won, they would receive racing related prizes that were developed around driver Ricky Stenhouse, Jr. who was involved with NOS's partnership with Roush Fenway Racing, This campaign also had a video to go along with it that went viral during the campaign making it the most watched video that NOS has put out. In the end, this campaign was successful and increased followers from 1,997 to 7,669 and increased another 2,000 in the two days following the campaign.

If you would like to see more of this case study you can check it out here

Kissy Face! Watt Energy - Case Study # 6

This short video clip was about the Hungarian energy drink known as Watt Energy. They used a promotion that was driven by social media. They decided to hold contests with people making kissy faces in pictures. People could upload their photos to their site and enter for a chance to win crazy prizes. In the end it proved to be successful.

Even More Labels

So I had a tiny burst of motivation this evening and I managed to get all of the labels done with the exception of an official description for each sin. Here they are!

I changed the color of the logo to make it stand out more but I feel like it could use a little more tweaking. 

Still thinking...

So, I've been thinking about my labels and how I need to shorten the description on each one. I'm thinking that maybe I could use the basic dictionary definition rather than describing each sin in full detail. If this doesn't suffice, then I will need to come up with something better. Well, here are the dictionary definitions.

Envy - A feeling of discontent or covetousness with regard to another's advantages, success, possessions, etc.

Wrath - Strong, stern, or fierce anger, deeply resentful indignation; ire.

Pride - A high or inordinate opinion of one's own dignity, importance, merit, or superiority, whether as cherished in the mind or as displayed in bearing, conduct, etc.

Greed - Excessive or rapacious desire, especially for wealth or possessions.

Lust - A passionate or overmastering desire or craving.

Gluttony - Excessive eating or drinking.

Sloth - Habitual disinclination to exertion; indolence; laziness.

Again, I'm not 100 percent that I will use these definitions on my labels, I jsut need to think of something cleaver that describes each sin.

The Sins Defined

After speaking with my instructor, we have come to the conclusion of a few different things regarding the labels. He has advised that I do something to make the logo pop a little better, make the name of the sin a little bigger, and to make the description of the sins a little more concise and in a smaller point size for the font. Since I know these things, I figured I could get the ball rolling by shortening the definitions of the sins. In fact, I don't think I even shared the definitions of them with you guys yet. So without further adieu, here they are.

Lust - Lust or lechery (carnal "luxuria") is an intense desire. It is usually thought of as excessive sexual wants; however, the word was originally a general term for desire. Therefore lust could involve the intense desire of money, fame, or power as well.
In Dante's Purgatorio, the penitent walks within flames to purge himself of lustful/sexual thoughts and feelings. In Dante's Inferno, unforgiven souls of the sin of lust are blown about in restless hurricane-like winds symbolic of their own lack of self-control to their lustful passions in earthly life.

Gluttony - Derived from the Latin gluttire, meaning to gulp down or swallow, gluttony (Latin, gula) is the over-indulgence and over-consumption of anything to the point of waste.
In Christian religions, it is considered a sin because of the excessive desire for food, and its withholding from the needy.
Because of these scripts, gluttony can be interpreted as selfishness; essentially placing concern with one's own interests above the well-being or interests of others.

Greed -  Greed (Latin, avaritia), also known as avarice or covetousness, is, like lust and gluttony, a sin of excess. However, greed (as seen by the church) is applied to a very excessive or rapacious desire and pursuit of material possessions. Thomas Aquinas wrote, "Greed is a sin against God, just as all mortal sins, in as much as man condemns things eternal for the sake of temporal things." In Dante's Purgatory, the penitents were bound and laid face down on the ground for having concentrated too much on earthly thoughts. Scavenging and hoarding of materials or objects, theft and robbery, especially by means of violence, trickery, or manipulation of authority are all actions that may be inspired by greed. Such misdeeds can include simony, where one attempts to purchase or sell sacraments, including Holy Orders and, therefore, positions of authority in the Church hierarchy.
As defined outside of Christian writings, greed is an inordinate desire to acquire or possess more than one needs, especially with respect to material wealth.

Sloth -  Sloth (Latin, Socordia) can entail different vices. While sloth is sometimes defined as physical laziness, spiritual laziness is emphasized. Failing to develop spiritually is key to becoming guilty of sloth. In the Christian faith, sloth rejects grace and God.
Sloth has also been defined as a failure to do things that one should do. By this definition, evil exists when good men fail to act.
Over time, the "acedia" in Pope Gregory's order has come to be closer in meaning to sloth. The focus came to be on the consequences of acedia rather than the cause, and so, by the 17th century, the exact deadly sin referred to was believed to be the failure to utilize one's talents and gifts. Even in Dante's time there were signs of this change; in his Purgatorio he had portrayed the penance for acedia as running continuously at top speed.

 Wrath - Wrath (Latin, ira), also known as "rage", may be described as inordinate and uncontrolled feelings of hatred and anger. Wrath, in its purest form, presents with self-destructiveness, violence, and hate that may provoke feuds that can go on for centuries. Wrath may persist long after the person who did another a grievous wrong is dead. Feelings of anger can manifest in different ways, including impatience, revenge, and vigilantism.
Wrath is the only sin not necessarily associated with selfishness or self-interest, although one can of course be wrathful for selfish reasons, such as jealousy (closely related to the sin of envy). Dante described vengeance as "love of justice perverted to revenge and spite". In its original form, the sin of anger also encompassed anger pointed internally as well as externally. Thus suicide was deemed as the ultimate, albeit tragic, expression of hatred directed inwardly, a final rejection of God's gifts.

 Envy - Like greed and lust, Envy (Latin, invidia) is characterized by an insatiable desire. Envy is similar to jealousy in that they both feel discontent towards someone's traits, status, abilities, or rewards. The difference is the envious also desire the entity and covet it.
Envy can be directly related to the Ten Commandments, specifically, "Neither shall you desire... anything that belongs to your neighbour." Dante defined this as "a desire to deprive other men of theirs". In Dante's Purgatory, the punishment for the envious is to have their eyes sewn shut with wire because they have gained sinful pleasure from seeing others brought low. Aquinas described envy as "sorrow for another's good".

Pride - In almost every list, pride (Latin, superbia), or hubris (Greek), is considered the original and most serious of the seven deadly sins, and the source of the others. It is identified as a desire to be more important or attractive than others, failing to acknowledge the good work of others, and excessive love of self (especially holding self out of proper position toward God). Dante's definition was "love of self perverted to hatred and contempt for one's neighbour". In Jacob Bidermann's medieval miracle play, Cenodoxus, pride is the deadliest of all the sins and leads directly to the damnation of the titulary famed Parisian doctor. In perhaps the best-known example, the story of Lucifer, pride (his desire to compete with God) was what caused his fall from Heaven, and his resultant transformation into Satan. In Dante's Divine Comedy, the penitents were forced to walk with stone slabs bearing down on their backs to induce feelings of humility.



*This post will be edited to include my definitions

Revised Labels - Envy & Wrath

Hey everyone thought I'd share the new revised label with you.

Relentless - Case Study # 5

The above video is a case study of Relentless' marketing campaign  They used a ripple effect approach to get the word out about their product as well as some social networking and events. This campaign proved successful.

Rough Draft

Hey everyone, I just completed my rough draft of my paper and I thought I would share it with you all. It is not 100 percent complete due to the fact that one of my points relates to my product line and the product line isn't finished so I can't write that point just yet. Anyway, enjoy guys!


P.S. This is going to be a really long post.

Energy Drinks in Society

May 13^th, 2013

Janessa Scarbrough

ABSTRACT

Cannot be completed until all sections are done.

INTRODUCTION

Energy drinks. They seem to be popping up everywhere. They have become so abundant that it seems like there is a new brand gracing store shelves every day. Over the years, energy drinks have caught everyone’s eye, particularly the younger generations. In fact, these drinks have almost become a necessity among many young people. This is true due to the fact that energy drinks have become the coffee of their generation. Whether a person likes or dislikes energy drinks, it’s hard to ignore that this beverage type is on the rise. Why are they so popular? Why do people like them? What is it about these sugary, caffeinated beverages that make people go nuts? All these things are answered within the pages of this paper as well as some other vital information. This paper will not only discuss the reasoning behind people flocking to energy drinks, but it will also discuss some controversies among the drinks themselves as well as the current trends in the energy drink field.  What this essay seeks to prove is that energy drinks have become a popular go-to drink for many people due to their appeal, their overall use, and society's influence.

REASONS AND USES OF ENERGY DRINKS

            Before one can understand anything about trends, one must first know the reason why a product is popular. Energy drinks are popular for many reasons. The first thing that makes an energy drink appealing is its allure. Energy drinks promote that they can give people an energy boost that will allow them to be more productive and alert. Aufiero (2011) states that, “Energy drinks are marketed toward people who desire a boost in energy.” Due to this fact, many people in the younger generations such as Gen X and Gen Y flock to these drinks. Even the Millennials are starting to pick up these beverages.

 “The regular use of energy drinks may be indicative of an underlying condition such as fatigue or insomnia, according to registered dietitian Kara Mitchell from Duke University. Fatigue is a symptom of a multitude of mental and physical health conditions. Fatigue caused by insomnia or lack of sleep is treatable. However, frequent use of energy drinks may mask the underlying condition.” (Aufiero, 2011)

This proves that many people do not get their recommended dose of sleep. Therefore, they turn to energy drinks to get them through the day.  

Another appeal of the energy drink is that it can supposedly enhance one’s performance in many different things. Things like studying or exercise are among the top uses. The Guardian, an online news source, produced an article that asked readers why they use energy drinks which shed some light on this topic. One reader stated that she “uses coffee, caffeine pills and Red Bull for energy around exam time and to get an edge at the gym.” (Energy Drinks on Health) Another stated, “every weekend morning, in 'preparation' for the gym, I buy a Red Bull imitation drink for 35p.” (Energy Drinks on Health) It seems as though exercise is the driving force for turning to energy drinks to enhance performance. This is proven in the following quote.

“In a recent survey of American high-school athletes, 32 percent reported drinking energy beverages. In another survey, 27 percent of a group of 16,000 adolescent athletes, some as young as 11, said that they used caffeine, usually in the form of energy drinks, to improve their sports performance; 13 percent said they did so at the urging of their coaches.” (Reynolds, 2010)

This quote is proof that many athletes depend on energy drinks to enhance their performance in sports. However, using an energy drink for this purpose isn’t exactly healthy. This will be investigated further in the next section of this essay.

The last thing that energy drinks have going for them is the fact that certain social groups can influence their peers to drink energy drinks. This is done by friends within a clique thinking it’s the cool thing to drink. That puts peer pressure on the other friends which influences them to drink the energy drink because they think it will make them look cool. A reader of the Guardian stated,

“I started drinking Relentless when I was 17 because it looked cool and boyfriend and his friends all drank it. I used to drink it to stay up to revise before exams and to get through exams. Also to stay awake for nights out. I now occasionally drink it to get through meetings at work but mostly I just drink them because I like them and not for the effects. I love the taste of them and I get cravings for them.” (Energy Drinks on Health)

This reiterates the fact that people drink these drinks because they are being influenced by their peers. After the first bout of peer pressure, drinking the drinks becomes a thing of habit which is something that is hard to kick. Yet another reason people decide to drink energy drinks is that it is a way to obtain a legal “high”.

“Some report downing several cans in a row to get a buzz, and a new study found a surprising number of poison-center calls from young people getting sick from too much caffeine.” ( DNR)

Teens don’t care about the consequences; they just want to do anything that is considered a little rebellious. DNR’s article about energy drinks stated, 

 “Wow, this drink is some serious stuff. I mean about half the bottle is the warning label, and it is serious, this drink is INSANE. It says that you should not drink it unless you are over 18, which I would say is a good warning. — From a review of an energy drink by Dan Mayer on his website.” (DNR)

This is the exact reason teens want to drink energy drinks. “Danger only adds to the appeal.” (DNR)  If something or someone says that teens are not allowed to have something, they are more likely to want it. They will be defiant and will manage to get their hands on that something one way or another. In this case, it’s energy drinks. This scenario is no different to the regulations on cigarettes and alcohol. Now that the reasons for energy drinks and their uses have been explored, one can dive into the controversies surrounding them.

THE CONTROVERSIES

            Energy drinks aren’t as glamorous as they are portrayed to be. In fact they seem to be of high concern when it comes to a person’s health. This is due to their questionable ingredients as well as their high caffeine content. The first thing that needs to be discussed are the ingredients that are being used in energy drinks.

Many of the brands boast that they contain essential vitamins but in reality, it’s just a clever ruse. Some of the top ingredients that are used in energy drinks are as follows. Caffeine, glucose, guarana, ginseng, taurine, ephedrine, B-vitamins, carnitine, creatine, inositol, and ginkgo biloba can all be found in popular energy drinks but what exactly do these ingredients do? Some people have probably never even heard of these ingredients before. To get a better picture, one needs to understand what these ingredients are as well as their purpose. Caffeine will be discussed a little later in this section.

To start off the explanation of these ingredients, glucose will be discussed first. Glucose is sugar. “Sucrose, another ingredient you'll often see on energy drink labels, is a combination of fructose (the natural sugar found in fruit) and glucose. Many energy drinks contain 50 to 60 grams (g) of glucose or sucrose in a 16-ounce can.” (Loeb) This ingredient serves the purpose of igniting a boost of energy. Next on the list is guarana. Guarana is “a South American shrub. One seed has a caffeine content of 4 to 5 percent, while a coffee bean has 1 to 2 percent. The amount of guarana in a 16-ounce energy drink ranges from a minuscule 1.4 mg to as much as 300 mg.” (Loeb) Its purpose is another source of caffeine that contributes to an energy drink’s caffeine content. Ginseng is “an extract made from the root of the ginseng plant. Panax ginseng is the species most commonly used. The ginseng content in energy drinks typically ranges between 8 mg and 400 mg in 16 ounces.” (Loeb) Its purpose is to boost your brainpower. The next ingredient that will be discussed is taurine. Taurine is “one of the most abundant amino acids in your brain, where it can act as a neurotransmitter—a chemical messenger that allows your cells to communicate with one another. You'll find anywhere from 20 mg to 2,000 mg of taurine in most 16-ounce energy drinks.” (Loeb) Its purpose is still unknown. However, it has been the subject of much controversy seeing as it is claimed to come from bull testicles. This is just a rumor that has been proven to be false. (Watson)

 The next few don’t really serve much of a purpose in the drinks; they are more so used as enhancers. Ephedrine is “a stimulant that works on the central nervous system. It is a common ingredient in weight-loss products and decongestants, but there have been concerns about its effects on the heart.” (Watson) B-vitamins are “a group of vitamins that can convert sugar to energy and improve muscle tone.” (Watson) Carnitine is “an amino acid that plays a role in fatty acid metabolism.” (Watson) Creatine is “an organic acid that helps supply energy for muscle contractions.” (Watson) Inositol is “a member of the vitamin B complex (not a vitamin itself, because the human body can synthesize it) that helps relay messages within cells in the body.” (Watson) Finally, Ginkgo biloba is “made from the seeds of the ginkgo biloba tree, thought to enhance memory.” (Watson)

Looking at all these ingredients can be a little overwhelming as well as a little conspicuous. “Trouble is, by letting consumer research influence ingredient lists, energy-drink companies are helping popularize exotic-sounding compounds that even scientists don't yet fully understand.” (Loeb) With at least half of these ingredients containing caffeine even more caffeine is added to the drinks. All of these things create the perfect cocktail of energy that everyone seems to be seeking. This cocktail does have a downfall though. All of the caffeine and sugars create numerous health concerns and caffeine appears to be the main culprit.

Before one can dive deeper into this subject, one must first understand what caffeine is and how it works.

“Caffeine works by blocking the effects of adenosine, a brain chemical involved in sleep. When caffeine blocks adenosine, it causes neurons in the brain to fire. Thinking the body is in an emergency, the pituitary gland initiates the body's "fight or flight" response by releasing adrenaline. This hormone makes the heart beat faster and the eyes dilate. It also causes the liver to release extra sugar into the bloodstream for energy. Caffeine affects the levels of dopamine, a chemical in the brain's pleasure center. All of these physical responses make you feel as though you have more energy.” (Watson)

The problem with caffeine is that there is just too much of it that is found in energy drinks. While caffeine is fine in moderation, many of the energy drink companies are putting far past the recommended dose in their products.  The daily dose of caffeine recommended by the U.S. Food and Drug Administration (FDA) and the American Medical Association (AMA) is considered to be 300 milligrams (about two cups of coffee). (Brain)

 “A typical energy drink can contain up to 80 milligrams of caffeine (about the same amount as a cup of coffee). By comparison, a 2006 study found that the average 12-ounce soda contains 18 to 48 mg of caffeine.” (Watson) Knowing this information is quite astonishing when it’s considered that most people that consume energy drinks are drinking at least two to three a day.  Some might think, how can they do this? Why aren’t these drinks being regulated? The truth is, “they get around the FDA's limit by not calling themselves sodas.” (Brian) This means that they are in a category of their own and since energy drinks are a fairly new beverage, the FDA does not have enough information to regulate them. It is quite a shame that the drinks aren’t being regulated for their caffeine content because caffeine is not only addictive, but it is also a drug.  A reader of the Guardian stated that her energy drink intake has been of some concern to her friends. She stated,

 “People have expressed their concern with the amount I take. If I don't take them I am so tired I cannot function. I need them to wake up, to concentrate and to feel normal … One time the shop near my work had run out of Red Bulls and I was very distressed – I knew I would not be able to work without them.” (Energy Drinks on Health)

The quote above reiterates the fact that caffeine is addictive and it is solid proof that caffeine is something that people need to know about when they choose to drink these drinks.

Caffeine has many effects on a person’s body and some of them aren’t a good thing. Some of the effects are as follows. Pupils dilate, the airway opens up (this is why people suffering from severe asthma attacks are sometimes injected with epinephrine), the heart beats faster, blood vessels on the surface constrict to slow blood flow from cuts and increase blood flow to muscles, blood pressure rises, blood flow to the stomach slows, the liver releases sugar into the bloodstream for extra energy, and muscles tighten up. (Brian) These effects can prove to be a bad thing when caffeine is used for long periods of time. Some of these can even lead to health concerns. As an example, “once caffeine-induced adrenaline wears off, you face fatigue and depression. Another cup of coffee or energy drink can get the adrenaline flowing again, but having your body in a state of emergency, jumpy and irritable all day long, isn't very healthy.” (Brain)

Energy drinks also have a few symptoms that come with them and some of them are downright frightening. Things like the jitters, nausea, and sweating have been reported and some of the more extreme symptoms include heart palpitations and in one case, apparent seizures. (Energy Drinks on Health) When a person sits down to think about this it’s actually terrifying. In the past few years there have been accounts of people coming into emergency rooms due to drinking these energy drinks.

“In the US, the Substance Abuse and Mental Health Services Administration said it found a nearly ten-fold increase in the number of emergency-room visits related to energy drinks. Samhsa, as it is known, recorded 1,128 visits in 2005, 16,055 visits in 2008 and 13,114 visits in 2009, the most recent year for which data was publicly available. Nearly half the emergency room visits involved alcohol or drugs being used in conjunction with the energy drinks.” (Energy Drinks on Health)

This proves that energy drinks need to be regulated in some way, shape, or form. One thing to keep in mind is that regardless of the controversies, people are still going to drink energy drinks. So how can this industry become healthier?

ENERGY DRINK TRENDS 2013

By knowing all the risks and controversies of energy drinks one can now understand the reasoning behind the newest trends for the beverages. “The constant threat of a global recession, a rising awareness of an obesity epidemic, and increasing concerns over the negative effects of constant stimulation have simultaneously increased consumer interest in functional drinks while making consumers more skeptical of their benefits.” (Johnson)

This quote summarizes that due to current events, people want something that is a healthier and safer alternative to the usual energy drinks. Seeing as this is so, one of the biggest trends that is on the rise in the energy drink field for 2013 are natural energy drinks.

These drinks aren’t made with the usual ingredients. Instead they are made from natural ingredients using a blend of real fruit juices and natural caffeine from green coffee beans and other natural ingredients. “It is a pure and honest source of natural energy, with no added sugar or sweetener.” (Natural energy)  Another big part of the natural energy drink scene is making the drink 100 percent organic. This assures that everything in the drink is natural which means that the drink won’t contain the typical crud that’s bad for people. In fact, these drinks don’t contain any taurine or vitamin b complex. (Natural energy) Yet the best benefit of these natural energy drinks is that fact that they only use sources of natural caffeine which means that extra doses aren’t being added to the drinks. So why is this trend on the rise?

“As health and wellness awareness grows, more people are turning away from old-fashioned pop and looking for healthier, lower calorie drinks, as well as drinks that offer the functionality to meet their specific lifestyle needs.  Many people associate classic soft drinks with “empty calories” and note the list of artificial ingredients they contain.” (Johnson)

This is the reason why people are gulping down this new trend.

            After knowing that natural energy drinks are the main trend for 2013, other companies might need to reconsider both the direction the brand is taking as well as rethinking their target market. Before a company can even consider rethinking the brand, the target market needs to be determined. First, one must look at the general target market for energy drinks. For the typical energy drinks, they are usually

“geared towards athletes, ravers, night clubbers, daredevils, shift workers, executives, long-distance drivers and the hip-hop crowd. That means the energy drink market is revving up everyone between the ages of 15 and 30 years old.” (The Target Market)

There is a flip side to this seeing as there is a select niche of energy drinks that is aimed at the health conscious. (The Target Market) After knowing the general target market for the typical energy drinks one can progress forward and develop a new target. This target would include the people that are looking for a healthier alternative to the sugary, energy juice that has become so popular. These people that are seeking a healthier drink are more than likely living a healthy or green lifestyle. This means that they’re the types of people that exercise regularly, shop organic, and are conscious of the need to replenish the earth by conserving on driving and recycling. By knowing this, a company can conduct research on these types of individuals and determine how they should rebrand their product. So, after knowing this, how can an energy drink brand keep up with this current trend for 2013?

            Brands can keep up with the trends by doing multiple things. According to Johnson, companies need to do four things. The first is that they must develop a unique brand.

 ‘          “New and old companies must create a brand that resonates with their target market and be consistent across all channels. Brands may need different marketing and product versions for every market – an international marketing strategy is critical for sustained growth.”  (Johnson)

The second thing a company must do is to differentiate on more than a name.

            “With near identical options consumers get confused and head to stability – as the first-mover this tends to be Red Bull. Monster tackled this challenge by introducing products and flavors for every taste – knowing that once a customer eventually tried and found a Monster drink they enjoyed they’d be more likely to try other Monster products in the future. Monster is still targeting the same market as Red Bull – but it’s doing so with product differentiation.” (Johnson)

He goes on and lists other ways a brand can differentiate themselves. He stated that a company can differentiate their product by being unique in ingredients, packaging, price, quality, and experience. (Johnson) The third thing that energy drink companies can do is to eliminate unhealthy ingredients.

            “Consumers pay premium prices for products that they perceive as being healthier choices. Developing a diet version, eliminating preservatives and manufactured chemicals, and sourcing ingredients from sustainable sources all rank highly with consumers.” (Johnson)

The final thing that companies can do is that they can expand to new markets. “Energy drink manufacturers, especially those located in the saturated U.S. market, must expand to remain competitive.” (Johnson) He states that companies can do this in two ways. They can start “increasing the number of possible consumers for the current product offerings, or by developing new products for new markets.” (Johnson)

            By knowing all this one has a better idea of how to approach things when it comes to both the energy drinks themselves and well as the current trends.

A NEW ENERGY DRINK

I cannot yet write this section due to the fact that I am still in the process of completing my product line.

Point 4:

My final analysis of my project. (What I did and why I did it)

An explanation of what I did for my project and why I chose to do things the way that I did them.

CONCLUSION

I cannot yet complete this section until I have completed section 4.

Conclusion:

Sum up paper/ prove thesis right or wrong.

REFERENCES

Energy drinks and their effects on your health: Guardian readers respond | People's panel | Comment is free | guardian.co.uk . (n.d.). Latest US news, world news, sport and comment from the Guardian | guardiannews.com | The Guardian . Retrieved May 11, 2013, from http://www.guardian.co.uk/commentisfree/2012/dec/07/energy-drinks-health-readers-respond

Aufiero, B. (2011). Why Do People Buy Energy Drinks? | LIVESTRONG.COM. LIVESTRONG.COM - Lose Weight & Get Fit with Diet, Nutrition & Fitness Tools | LIVESTRONG.COM. Retrieved May 11, 2013, from http://www.livestrong.com/article/423042-why-do-people-buy-energy-drinks/

Brain, M. (n.d.). HowStuffWorks "How Caffeine Works". HowStuffWorks "Science". Retrieved May 11, 2013, from http://science.howstuffworks.com/caffeine.htm

DNR, Inc. Teens Abusing Energy Boosting Drinks. (n.d.). DNR, Inc. Home Page. Retrieved May 11, 2013, from http://www.dnrsite.com/Merchant2/merchant.mv?Screen=CTGY&Category_Code=DRINKSNEW

Johnson, S. (n.d.). The Energy Drink Market World Outlook for 2013. Lief International - An Export Trading Company. Retrieved May 11, 2013, from http://www.liefinternational.com/blog/market-research/consumer-trends/world/energy-drink-market-world-outlook-for-2013/

Loeb, H. (n.d.). Energy Drink Ingredients - Men's Health. Men's Health Magazine : Men's Guide to Fitness, Health, Weight Loss, Nutrition, Sex, Style and Guy Wisdom. Retrieved May 11, 2013, from http://www.menshealth.com/mhlists/effectiveness_of_energy_drinks/

Natural energy drinks trend is emerging in 2013. (n.d.). MyDrink Beverages: Beverage Development & Consulting Company. Retrieved May 11, 2013, from http://mydrinkbeverages.com/natural-energy-drinks-trend-is-emerging-in-2013.html

Reynolds, G. (2010). Do Energy Drinks Improve Athletic Performance? - NYTimes.com. Health and Wellness - Well Blog - NYTimes.com. Retrieved May 11, 2013, from http://well.blogs.nytimes.com/2010/12/08/phys-ed-do-energy-drinks-improve-athletic-performance/

The Target Market for Energy Drinks. (n.d.). eDrinks.net - Consumer Guide to Energy Drinks, Sports Drinks & more!. Retrieved May 11, 2013, from http://www.edrinks.net/energy-drinks/drink-market/

Watson, S. (n.d.). HowStuffWorks "How do energy drinks work?". HowStuffWorks "Science". Retrieved May 11, 2013, from http://science.howstuffworks.com/innovation/edible-innovations/energy-drink.htm

Tons of Research and a Bibliography is Born

So tonight, I started an epic journey... Okay, so it's not that epic, I just started collecting some references and information that I can use in my paper. The rough draft is due on Monday so I have a ton of work ahead of me. Anyway, here is my possible bibliography. I may or may no use all of these but I figured I'd share it. On another note, I think it's really odd that I always have something big due when holidays role around. Hoping I can get everything done before Mother's day...

Bibliography

Energy drinks and their effects on your health: Guardian readers respond | People's panel | Comment is free | guardian.co.uk . (n.d.). Latest US news, world news, sport and comment from the Guardian | guardiannews.com | The Guardian . Retrieved May 11, 2013, from http://www.guardian.co.uk/commentisfree/2012/dec/07/energy-drinks-health-readers-respond

Aufiero, B. (n.d.). Why Do People Buy Energy Drinks? | LIVESTRONG.COM. LIVESTRONG.COM - Lose Weight & Get Fit with Diet, Nutrition & Fitness Tools | LIVESTRONG.COM. Retrieved May 11, 2013, from http://www.livestrong.com/article/423042-why-do-people-buy-energy-drinks/

Brain, M. (n.d.). HowStuffWorks "How Caffeine Works". HowStuffWorks "Science". Retrieved May 11, 2013, from http://science.howstuffworks.com/caffeine.htm

DNR, Inc. Teens Abusing Energy Boosting Drinks. (n.d.). DNR, Inc. Home Page. Retrieved May 11, 2013, from http://www.dnrsite.com/Merchant2/merchant.mv?Screen=CTGY&Category_Code=DRINKSNEW

Energy Drinks: Think Before You Drink - DukeHealth.org. (n.d.). DukeHealth.org. Retrieved May 11, 2013, from http://www.dukehealth.org/health_library/health_articles/energy_drinks_think_before_you_drink

Healthier, Natural Energy Drinks Expand the Demographics Beyond the 18- 30 Consumers and Lead the Sector's Growth Moving Forward | Benzinga. (n.d.). Actionable Trading Ideas, Real Time News, Financial Insight | Benzinga. Retrieved May 11, 2013, from http://www.benzinga.com/12/08/2838890/healthier-natural-energy-drinks-expand-the-demographics-beyond-the-18-30-consumers-and

Johnson, S. (n.d.). The Energy Drink Market World Outlook for 2013. Lief International - An Export Trading Company. Retrieved May 11, 2013, from http://www.liefinternational.com/blog/market-research/consumer-trends/world/energy-drink-market-world-outlook-for-2013/

Loeb, H. (n.d.). Energy Drink Ingredients - Men's Health. Men's Health Magazine : Men's Guide to Fitness, Health, Weight Loss, Nutrition, Sex, Style and Guy Wisdom. Retrieved May 11, 2013, from http://www.menshealth.com/mhlists/effectiveness_of_energy_drinks/

Morrissey, J. (n.d.). Younger Generation Favoring Energy Drinks Over Coffee - TIME. Breaking News, Analysis, Politics, Blogs, News Photos, Video, Tech Reviews - TIME.com. Retrieved May 11, 2013, from http://www.time.com/time/business/article/0,8599,2031165-1,00.html

Natural energy drinks trend is emerging in 2013. (n.d.). MyDrink Beverages: Beverage Development & Consulting Company. Retrieved May 11, 2013, from http://mydrinkbeverages.com/natural-energy-drinks-trend-is-emerging-in-2013.html

Reynolds, G. (n.d.). Do Energy Drinks Improve Athletic Performance? - NYTimes.com. Health and Wellness - Well Blog - NYTimes.com. Retrieved May 11, 2013, from http://well.blogs.nytimes.com/2010/12/08/phys-ed-do-energy-drinks-improve-athletic-performance/

Smith, D. (n.d.). Energy drink trends | MSU Extension. MSU Extension. Retrieved May 11, 2013, from http://msue.anr.msu.edu/news/energy_drink_trends

The Target Market for Energy Drinks. (n.d.). eDrinks.net - Consumer Guide to Energy Drinks, Sports Drinks & more!. Retrieved May 11, 2013, from http://www.edrinks.net/energy-drinks/drink-market/

Watson, S. (n.d.). HowStuffWorks "How do energy drinks work?". HowStuffWorks "Science". Retrieved May 11, 2013, from http://science.howstuffworks.com/innovation/edible-innovations/energy-drink.htm

A Dying Brand - Case Study # 4

This case study that I stumbled across was done by One Fast Buffalo. They were given the task of re-branding a drink that was close to extinction. That drink is known as Red Jak. This is energy drink is made by the same people that created Big Red. The problem that the original brand had was that it didn't stand out in the market. There were many copycat drinks that didn't have any originality. To help the brand stay afloat and boost recognition  One Fast Buffalo re-branded the drink by looking to other beverage types for inspiration. They found their inspiration in the beer industry. They wanted the brand for Red Jak to be a little more refined in it's overall persona. They kept this in mind and came up with a design that echoed the idea by incorporating simplistic, vintage elements that resembled beer packaging. This proved to be successful and the drink became something for the discerning energy drink consumer who appreciates style.

The campaign also included various marketing strategies comprised of changing the drink's color to red, social networking, and other promotional items. This allowed the brand to rebuild itself properly. 

If you would like to see this case study you can access it here.

LABELS!!!!!

I finally sat down and did a little design work. I am proud to say that I have developed three concepts for the labels of my product line. I still don't know what kind of bottle I'm going to pick but these labels should work for any bottle, if not, I can tweak them. These labels can be interchangeable between shapes, so one design doesn't have to be in the shape that it's on. After I get some feedback from my peers and instructor I will progress further into developing the entire line which means I need to make a final decision about the bottle I'm going to use asap. That's pretty much it, here are the concepts!

Concept 1 - Stars

Concept 2 - Vintage 

Concept 3 - Stripes

Evolution of a Logo: Step 3 - Final Revisions

After taking into consideration what both my classmates and instructor have said about my logos, I have refined the one that they liked best. Below are the variations of that logo.

I am leaning towards the one in the top left corner. Now I can start thinking about the package. 

Perfecting the Package

Okay, so I just finished some research on what types of bottles I could possibly use for my product line. Unfortunately, I haven't found anything that really speaks to me. I guess I just need to get out to a craft shop or some sort of other shop that would have a selection of bottles. Anyway, I also did a little research on what types of packaging already exist in the energy drink field. Below is a compilation of the various packages.

As you can see, many of them are contained within cans. This is something that I'd like to stay away from. I'd rather go with some sort of bottle that will make my product stand out from the rest. What I'd really like to do is find a flask for my line but I have yet to find any. 

Since I couldn't find any flasks that I liked online, I settled for some of the bottles above. I am still uncertain about which one to use and I don't really want to start designing labels until I know what bottle I'm going to go with. I still need to produce something though. I think what I'll do is narrow things down to three potential bottles and design different labels for each one. Ugggg, I'm so uninspired lately, I just hope I can find my spark in the dark so I can get something done...

While I was doing my research I did come across two articles about different package designs for energy drinks, which I could look to for some ideas about my own design for my energy drinks. You can access the article here and here.

Last of all guys, sorry there haven't been any case studies, I'm going to try and do at least one by tomorrow. 

What's your flavor?

Okay, so this post is going to contain the official breakdown of the colors and flavors for my seven deadly sins energy drinks.

1) Sloth - Blue - Blueberry
2) Pride - Violet - Grape
3) Greed - Green - Green Apple
4) Envy - Teal - Blue Raspberry
5) Lust - Pink - Strawberry Kiwi
6) Gluttony - Orange - Orange
7) Wrath - Red - Cherry

Managing my time

This is an overview on how I am planning on managing my time for the remainder of my classes

Week 5

• Work on final logo
• Determine colors and flavors of drinks
• Develop 3 roughs for packaging
• Research potential packages
• Write rough of paper
• 1-3 case studies

Week 6

• Write rough of paper
• Pick official package
• Produce 2 of the 7 sins packages
• 1-3 case studies

Week 7

• Produce 3 of the 7 sins packages
• 1-3 case studies
• Refine paper

Week 8

• Produce the final 2 of the 7 sins packages
• Refine Paper
• 1-3 case studies

Week 9

• Refine designs
• Refine paper

Week 10

• Print and assemble packages

Week 11

• Celebrate 
• Prepare to graduate next quarter

Paper Outline Update

I have finally thought about everything and have developed an official outline for my paper. it is as follows...

Topic: Energy Drink Analysis  (Working Label, not official title.)

Intro: 
Discuss what will be included in the paper. Will also include thesis statement.


Thesis Statement: 
Energy drinks have become a popular go-to drink for many people due to their appeal, their overall use, and society's influence. 



Point 1: 
Reasons for energy drinks/ uses
Minimum of 3 explanations supported by facts.
1) Tired
2) Enhance Performance
3) Society/ Peer Pressure

Point 2: 
Negative things about energy drinks
Minimum of 3 explanations supported by facts.
1) Health Concerns
2) Questionable ingredients
3) Caffeine


Point 3: 
Energy Drink Trends/ Marketing & Statistics
Minimum of 3 explanations supported by facts.
1) Natural Energy Drinks
2) Target Markets
3) Making a product better

Point 4: 
My final analysis of my project. (What I did and why I did it)
An explanation of what I did for my project and why I chose to do things the way that I did them.


Conclusion: 
Sum up paper/ prove thesis right or wrong.