For this project, my class had to define a market positioning for a new carbonated beverage. The main company producing the project would be Gatorade and the product could be either endorsed or have Gatorade be the parent brand with a new product.

I took several steps in the project: I had to identify a target consumer and define their psycho-graphic persona, define and articulate product attributes and active ingredients, promote end-user benefits and a reason to believe the benefits, and create a compelling advertising campaign that supported the "big idea" of the product.

The first step was the consumer. I chose images of a random person and come up with a "day in the life" and product usage page for them.

To accompany the consumer, I also had to come up with a concept board for my product. Here, I had to solidify the name of the product and decide on colors, textures, patterns, and anything else that could be included to help me come up with a concept. I was given a stimulus image and it happened to be a bomb. I used the bomb with the idea of "power" in mind rather than the literal item. That's where the name "Citrus Power" was born.

Another step I took in truly defining what my product was, was to define what the brand "is and is not." I made a board with images of what the product ‘was’ compared to what it ‘wasn't’ to help keep a solid idea of what world to create in.

Once the initial steps were done, I went into the design process and started mapping out different ideas. I started off with a set of three original designs and then branches out into many others before I reached a design I was happy and comfortable with.

One of my big "aha!" moments was when I went looking for inspiration for typography layout. I looked at what Gatorade was already doing with some of their packaging and saw a protein drink that had the text sideways on the bottle with a strip of color coming up from the bottom of the bottle. It immediately gave me ideas and turned into the design I ended up choosing in the end.