

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

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

Why an Energy Drink?

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

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

Speed

Refreshing

Diffrent

History

Elegance
Graphic Inspiration

Form Study

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



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


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



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

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.





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










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




Color Way Exploration

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



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








