Seven Sins Energy Drinks

Designer: Madeline Goldstein

School: Ball State University

Professor: Shantanu Suman

Target Audience: Teens & Young Adults

Product: Energy Drinks

Mission Statement: Seven Sins gives you easy ways to keep your eyes open and mind alert. This beverage is packed with caffeine and vitamins that give you that extra boost needed to combat the drowsiness of day-to-day life.

This project involved creating a family of packaging designs for a company themed around the Seven Deadly Sins. This project served as a continuation from a previous identity system project where I was tasked with creating a parent brand and sub-brands for 4 of the 7 sins. I was then tasked with creating packaging for the created brand and logos. The overall theme of the project was visual distortion. Each of the logos were inspired by an ocular condition and each packaging design incorporated the destruction of layout and physically torn paper and illustrations. A lot of the packaging design direction was inspired by David Carson’s work. Elements from the anti-design movement aided in conveying the visual destruction and distortion that this brand strives to employ.

Wrath

The Wrath logo was inspired by blind spots or scotomas. This fits with wrath as it embodies being blinded by rage. To convey this, the negative space of each letter was altered or completely filled in. This logo was incorporated into the design of a cherry flavored 6 pack energy drink box.

Pride

The Pride logo was inspired by light streaking, often caused by an astigmatism. This condition alters the perception of light, most noticably at night. This is paired with pride due to the flashyness of the sin itself. Pride was used in the design of a raspberry flavroed 12oz can.

Greed

The Greed logo was inspired by a kaleidoscope vision, which alters a person’s perception by the addition of bright colors and fractured, blurry images. This represents Greed through the maximalist distortions. Greed was then used for the design of a green apple energy drink powder packet.