The energy drink sector is literally fizzing right now and not just in the carbonated sense. Relentless and SUSO aren’t just crashing the party; they’re each having a lock-in of their own. Never mind brand loyalty; this is brand community. Piction has been working with the fabulous Fabio Antinori over at Erasmus Partners Ltd, squeezing our illustrative juices into punchy illustrations, 3D visuals and poster art for these fire-cracker, soft-drink brands.
First to land at Planet Piction was SUSO. This additives free energy drink is also preservative free and, conveniently, can be one of your ’5 a day’. Tropical , Orange, Lemon, Apple or Berry, it contains no artificial whatsits. SUSO offers a natural energy drink to not only recharge your batteries but to stimulate your imagination, creativity and determination too. Obviously we’ve been stock-piling.
Piction Media were commissioned to produce a series of photo-based illustrations for posters and postcard marketing and to generate a repeatable poster style. We also produced a set of product visuals and 3D product visuals of individual cans and packs.
Our SUSO encounter was closely followed by a crazy ride with the Relentless range: Origin, Inferno, Juiced Energy, Berry and the Energy Shot. The name sounds familiar, right? Relentless teamed up with Kerrang! Magazine – the UK’s biggest selling music weekly – for the Relentless Energy Drink Kerrang! Awards this summer. If that doesn’t ring any bells, you cannot have set foot near Cornwall’s sand and surf this summer without eye-balling one of their sponsorship boards. Motocross, road racing, BMX, surfing, wake boarding, snow boarding ski-ing, skate boarding…take your pick. If there’s a hero-champion or one-to-watch, Relentless is backing them.
We were brought in to create the product illustrations and poster art, 3D product visuals and 3D renderings for sponsorship display boards. We also donned our global branding hats to produce not just the UK visuals but the nation-specific visuals for the German and US markets too.
Relentless and SUSO both foster a community approach to marketing. Each draws on music, sport, art, film and design in conjunction with the ‘idea’ of their brands: ‘No Half Measures’ and ‘No Can’t Do’, respectively. The Relentless Energy Sessions – showcasing hot new musical talent – seem to be taking on a life of their own. So too is The SUSO Master, who adds an extra special dimension to character-based branding and has taught us a thing or two about shadow-puppetry. (We’re perfecting our ‘kitten-licking-its-paws’ right now). Both energy drink brands offer genuinely interesting magazines: This Is the Order and SUSOlogy. So you can take in a Relentless “ode to artistry” before leaping on the nearest passing wakeboard, and then get a bit creatively philosophical before embarking on a SUSO-powered musical-mayhem-mixing-session. I’d better go and lock up our samples or Matt will be abseiling down The Watermark, creating graffiti art as he goes.
Ali Kay, 2010
Tags: 3D visuals, energy drink, Erasmus Partners Ltd, Fabio Antinori, Matt Kay, Piction Media, poster art, product visuals, Relentless energy drink, Relentless Energy Drink Kerrang! Awards, Relentless Energy Sessions, Relentless Energy Shot, SUSO energy drink, SUSOlogy, The Order, The SUSO Master, This is the Order, visualising