Taking on the challenge of creating a visual identity for the new Minute Maid product line, Nutri-Boost, the Singapore team dived deep into research to fully understand the various markets and competitive landscape of the beverage industry. Based on our findings and rigorous qualitative and quantitative testing, we were able to develop a design concept that balanced the nutritional and energy benefits of the drink while appealing to the predominantly male audience and observing existing Minute Maid visual guidelines. We also designed a flexible packaging architecture system that has allowed for easy pack navigation. A thorough set of guidelines was developed that clearly illustrates our visual identity system for all markets a platform the translation of our system into other communication channels.

Since creating Nutri-Boost’s main range of flavors, Orange and Strawberry, Minute Maid Nutriboost has successfully launched in vietnam, with the other markets and line extensions likely to follow.

As both a massively successful artist and a man who struggled through a difficult childhood in a harsh environment, Curtis Jackson, aka 50 Cent, found himself compelled to use his success to help others in need.

A trip to the World Cup in Africa opened his eyes to rampant poverty and hunger across the continent.

Back home, 50 and his trusted manager, Chris Lighty, began brainstorming ways he could do something positive and give back to people with the odds stacked against them.

They immediately thought of Chris Clarke, the successful entrepreneur behind Pure Growth Partners. PGP’s mission is to find, create, and revolutionize sustainable brands, products, and business models using a “one for one” give-back component to donate directly to some of the world’s most important charities.

Together, they conceived of an idea that fit 50′s driven persona and their mutual desire to give back. Focus and energy are two things that 50 credits with achieving his level of success. So, in September, 50 will launch his Street King energy shot. Every single bottle of Street King purchased will furnish a meal for an impoverished person.

Providing his fans worldwide with positive energy – while giving people the nutrition they need for focus and energy – is just the kind of powerful impact 50 has been longing to make. Now Street King energy shots are here to turbo-charge your drive to succeed at whatever you do. And you’ll not only feel good, you’ll feel good about yourself, too.

The fluid movement of the arrow wrapping around the classic diamond structure of the logo brings in a variety of elements of every bike: the classic diamond frame, the spokes of the wheels, the fluidity of the arrow compared to the gliding movement of the bike itself.

I then wanted to develop a way to expand the brand so that users could represent their new gear with pride. This brought on the concept of badges or talisman, reflecting the meaning of the brand name. These badges would be collectables within the packages of Talisman gear, each with a different power element on it, from the “Passion” the user has for cycling to the “Precision” needed to ride through heavy traffic. Talisman portrays the power and stability that the hardcore cyclist hunts for.