BONZA Energy Boost

SKU Portfolio Design, Art Direction

The concept behind BONZA is to give the progressive youth segment, the outgoing crowd, the influencers, finally something upscale, a drink that they can identify with. Without attaching the brand to the conventional energy drink ''power'' aesthetic, but more towards fashion and fun lifestyle. I want to convey genuine feeling of ‘’oh cool, great, must taste good’’, when seen on the shelf, mixed in with the main aggressive market competitors.

BONZA in Australian slang means – ‘‘great, awesome, first rate’’ so I used BOZNA for the brand name, as the target group (18-24) uses BONZA in their daily language. They need to connect with the product as their own.

The brand name is energetic, big and bold, and the descriptive taste stripes allude a sense of something off limits and forbidden. Who doesn’t like forbidden fruit?

The feel of the packaging enters in subtly as a soft drink, which flirts heavily with a energy drink. The colors are clean with great shelf appeal, green, red and orange, on the verge on fruit and energy. The tastes are cherry, tangerine and lime, traditional enough not to feel foreign but edgy enough to feel new and exciting in the category.