Nap Energy is a  natural energy drink designed to give you all the zest without the rest.

This was a collaborative academic project, the goal was to create branding for a new energy drink company and create a marketing strategy for the brand.

"Nap Energy is all about you, we want you to take a moment to yourself. We know that everyone really just needs more time in a day and how much of a dream it would be to be able to take a nap whenever you want?? Our Brand is charming and friendly and prioritizes the well-being of our customers by making sure we’re not adding any unnessescary ingredients that will hurt you in the long term or short term! No crash, no messing with your sleep schedule, no stress! We’re waking up fresh and bright and ready for more. "

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Nap Energy’s Signature colour is Strawberry Red. Although all of our flavour colours are meant to be bright, organic, juicy and subtly saturated against our smoke grey base. We opted for monochromatic, dream sequence inspired imagery. We wanted our colour combinations and saturation to be easy on the eyes, so just by looking at the can you already feel a sense of order and calm espesially lined up next to traditional energy drinks that tend to market agressive, vibrating colours to stand out. We want to emphasize the steady, organic nature of this beverage. Nap as a logo symbolized switching the direction of your day and feels like the word has stopped and taken a rest. The thick, geometric strokes are meant to form both structure and softness-like a bed! We use a lot of negative space to give you room to breathe. We decided on a monochromatic approach for each of our 3 flavours, the anchor point of our design are the smoke ribbons and the negative space is intended to give the viewer or customer room to breathe and relax, to evoke a sense of lucid, clear state of being.  We continue the use of smoke as an imagery reference in our advertisements.

Our Demographic was primarily Gen Z to younger Gen X, the workforce of our society who are often overworked and under appreciated. We’re all just out here trying to keep our sh*t together and yeah so what if we’re fantisizing about naps?? The design is clean, calm, nostalgic of brands from our childhoods with a bit of sophistication. Nap energy is meant to be viewed as appetizing and uncomplicated. This demographic has the highest aggrevation of mental health difficulties and it’s important to not add to the stress by making an energy drink that encourages long term health problems and dependency. All the zest without the rest.