Project Type { Brand Design / Web Site Design & Development
Big Red, Ltd's venture into the energy drink market was in need of a complete brand reinvention. Red Jak was in danger of being dropped by distributors as sales never reached their full expectation. We set off on a brand discovery mission to no less than save this brand from extinction.
Our brand sages found that the energy drink category had become saturated with adrenaline junkie hype and copy cat brands. Our strategists suggested that we look to stylish trends in the beer industry and take a similar approach. The result was the complete reinvention of the Red Jak brand image and a unique personality in the category. The design created a new feel of sophistication and style geared toward a more discerning energy drink consumer who has an appreciation for style.
Another goal was to attach this new invention to it's parent company Big Red, Ltd. We designed a vintage label that is placed on the front of the can to let people know this drink comes from people who have been making their favorite red soda treat for over a 70 years. We also changed the color of the drink dye to give the name more meaning.
Once new cans were in production we focused our efforts on brand messaging and awareness. We built a social networking site and an assortment of RedJak billboards, viral video campaigns, promotional gear, branded vehicles, and other promotional items. Not only did the brand survive but sales, and the price doubled.
New Brand Tagline: Get Jak'd Up.
Design Birth Place: The design for Red Jak was initially conceived at OFB Design studio, west corner lounge chair, around 12:30am, drinking Red Bull??? In a pair of 1978 Tony Lama black boots with white stitching.