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Embodiment of Speed

To celebrate McLaren entering  Xtreme E  championship. Veloce  
was designed to be an  energy drink packaging concept project
that embodies the lifestyle of speed.
A two month project that covered everything from the logo type to
the shape of the can itself

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This product is not an actual product of McLaren.  Third party brands, trademarks, and/or copyright materials are used here for demonstration purposes only as part of a student work

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Inspiration

The concept takes graphic inspiration from McLaren deep history 
of motorsports and their  pursuit of being fastest

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Why an Energy Drink?

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As McLaren has long history of being one of 
the most historic teams in F1.  With F1 being 
the pinnacle of motorsports and speed 
creating a beverage that give you energy
and speed seemed fitting of the brand

Price Point

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In order to compete with other energy drink brand 
the price of the drink will be set at a similar price of
$2.59 or  £2.88 

Keywords

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Speed

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Refreshing

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Diffrent

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History

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Elegance

Graphic Inspiration

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Form Study

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These are the current most popular energy drinks in America. They all have standard can shape with a taller body than average

soda cans

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Form number 1 was chosen as the final form for the Veloce energy drink because of the balance of its proportions that embodied speed.

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Name Ideation

Slipstream 
Oversteer 
Understeer
Chicane 
Apex 
DRS
DAS
Sector
Drafting
Odyssey

Narrative 
Aero
Burnout 
Wing
Delta Time 
+1 
Pole Position 
Flying 
Flying Lap 
Formula 

Federation 
Halo 
In Lap 
Independent
Livery
Overdrive 
Burnout 
Downforce 
Paddock 
Sprint 

Qualifying 
Grid 
Sector 
Setup 
Constructor 
Slick 
Spec 
Steward 
Tanso 
Drift 

SilverStone 
MTC 
Artua 
Veloce 
Grand Prix 
V12
Speedtail 
Elva 
Grand Tour
Auto

The name Veloce was chosen as it has the definition of doing things in a rapid manner with aligns itself with the goal of the project.

Logo Type Study

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Various fonts were explored to find a suitable font that would suit with the concept and the keywords of the project.

Final Logo

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This logo design was selected because it aligned with the key attributes of elegance, speed and refreshing and as McLaren goal is to be the pinnacle of speed the name Veloce which means to do things fast matches their goals 

Barcode Exploration

The name Veloce was chosen as it has the definition of doing things in a rapid manner with aligns itself with the goal of the project.

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To help align the drink with it's key attributes the barcode was redesigned to be more playful which help to create a unique energy drink

Layout Exploration

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Inspiration for each can design came from different aspects of McLaren involvement in various Autosport and road cars. Such as their race suits or car liveries 

Graphic Exploration

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Color Way Exploration

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Each can was inspired by different McLaren aspects from Motorsport to Road Cars 

 

Can 1-4       inspired by Formula 1 Team Colors

Can 5-8      inspired by Indy Car Team Colors 

Can 9-12    inspired by Formula 1 and IndyCar Race Suits

Can 13-16  inspired by McLaren Road Cars

Chosen Designs

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These three designs were chosen because the embody the brands history and their pursuit of speed

Renders

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