Boost is the secret of my energy..
A strategic design and packaging project for GlaxoSmithKline's Boost health drink brand. The objective was to strengthen the brand reach by creating a more cohesive visual identity, improving product differentiation, and reinforcing Boost's core proposition of energy and nutrition.
Approach
The project began with a comprehensive audit of the existing portfolio, competitor benchmarking, and an assessment of shelf presence across the health drink category. Insights from this analysis led the development of a packaging architecture that is more engaging and aligned with the core brand proposition.
Bringing new energy into the brand
The design stems from the very idea of connoting the brand attributes of physical energy & stamina.
The project pioneered one of India's earliest asymmetrical jar designs, challenging conventional packaging forms in the category. A custom wordmark was developed to complement the asymmetrical geometry of the jar, creating a seamless integration between packaging structure and brand identity. The design language takes a crisp, modern and contemporary approach, appealing to the new-age urban kids and mothers alike.
The idea is for the brand to be seen as new-age and inspiring a winning performance, backed by cutting edge science and a proven pinnacle claim of '3 times increase in stamina'.
Boost at the 2012 Formula 1 Grand Prix of India
Boost collaborated with the McLaren Formula One Team at the Indian Grand Prix and showcased the identity prominently on Jenson Button and Lewis Hamilton’s race cars
