V8 needed a cool package design to help its new energy drink, V8 +Energy, stand out from competitors on store shelves. The design needed to be recognizable as a V8 brand, as well as present +Energy as a healthier alternative to traditional energy drinks. Brand owner The Campbell Soup Company brought in global consulting agency Brandimage to design the new energy drink packaging.
The designers made full use of the 360 degree can. All of the can’s illustrations and contrasting typography were hand-drawn by illustrator Matthew Allen. Brandimage included a prominent illustration of a green tea leaf. The designers wrapped the tea leaf in ribbons that advertise the brand’s health-conscious qualities, including “1 serving of vegetables & fruit,” “Excellent source of B vitamins” and “50 calories.”
Fruit illustrations and vivid colors emphasize the product’s fruity taste, a trait not commonly found in energy drinks, the company said. An arrow illustration represents the product as an energy drink.
V8 +Energy comes in two flavors: Blackberry Cranberry (red with pink ribbons) and Orange Pineapple (orange with yellow ribbons).