Eurocash
V-Max. Energy drink in Eurocash Group own label's portfolio.
brand strategy, brand positioning, communication strategy, brand design, space planning, interior design, furniture design, lighting design, biophilia, acoustic design, wayfinding
New, digital world of energy
In 2022, Eurocash Group - one of Europe's largest FMCG companies - invited us to design a new visual identity for the V-Max brand. V-Max is a private label from the group's wide portfolio, under which we find energy drinks. The goal was to change the positioning and refresh the brand.We were responsible for the preparation of a new logotype concept and the design of a complete line of packaging.
This is one of several current projects of our studio for which we have used AI-based tools. To be clear, we didn't use them for design itself, AI is a powerful analytical support and that's mainly where we use them.
The strategic assumptions prepared together with the Eurocash team in the ideation phase gave us a lot of design freedom, while precisely defining the directions in which the refreshed image of the V-Max brand should go.
V-Max Classic and the rest
Preparing the packaging for the classic version of the beverage was the biggest challenge. It is the one that has to reflect the strategic assumptions to the greatest extent and transfer those values that accompany the new brand positioning.
With the design of the main packaging ready, we were able to create the entire line more efficiently and quickly, which required redesigning versions of the beverage packaging in different flavors and adapting to other forms of packaging, such as the bottle.
AI yes, but it's not just about the prompt
We supported the generation of the first concepts for discussion with tools based on artificial intelligence, which greatly accelerated the process of selecting initial design directions.
To research is to know
Prior to the start of the design process, our team prepared an extensive report on the visual analysis of competitors' packaging. As part of this report, 6-8 packages were examined and subjected to visual-meaning analysis.
This process allowed us to draw relevant conclusions relating to both the formal and storytelling sides of packaging already in the market.
In addition, this knowledge, at the same time, was another valuable input into our own design process.
At the Bidermann+Wide studio, we also use specialized analytical tools using AI to help us make very sophisticated analysis of the packaging we design.
We know how to very accurately check the location of focal points, examine the order in which messages are read, or define zones of interest for audiences.
Brand communication
After completing the design process of the brand identity and sets of all packaging, the final stage of the project was to design the basics of the brand communication system, such as: stands, bulk packaging, starter packs, posters and graphic elements of in-store communication.
It was a very interesting project challenge for our team, working with the Eurocash team is also a great experience, thanks: Ania, Malwina, Monika, Radek, Paweł, Artur and everyone else.
Tough people, very competent.
