Tocha Energy Drink

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Design: Taynara Lima
Location: Brazil
Project Type: Student Project
School: FMU FIAM FAAM
Tutor: Eleida Camargo
Packaging Contents: Energy Drink
Packaging Substrate / Materials: Aluminum
Printing Process: Digital printing sticker

Energy drink packaging design project developed during the graphic design course in São Paulo for the FMU college in partnership with the company Elétron Energy Drink (Rio Grande do Norte – BR) in 2019.

Named Tocha the energy drink won a study of naming, it’s popular phonetics easy to memorize and has a direct association with the heat phenomenon, being still close to the northeast popular slang “rock” in Brazil.

What’s Unique?
With a Latin American aesthetic, the sun sign graphically expressed in a tribal way was selected and removed from studies, which represents energy as a personality, as well as seeking to promote the anamnesis of “Tropical”, a concept that is closely allied to Brazil’s imagery identity.

Initially, the color palette was removed from the flag of the state of Rio Grande do Norte, the largest place for manufacturing and consuming the energy drink, however the chromatic range won an evolution guided by studies of naming becoming polychromatic with vibrant tones that complete the individuality of the design developed.

The logo has a superior arc deformation to ensure the Gestalt concept of continuity when approaching the sun sign in the visual programming.