I was responsible for defining the market position of a new carbonated beverage, including developing a visual identity for the "Basis" brand. To achieve this goal, I conducted extensive research to identify the target consumer and their psychographic persona, created a visual system that effectively communicated three different products (Rhythm, Continuity, and Balance), and clearly articulated the product's attributes and active ingredients. Additionally, I developed an advertising campaign that emphasized the end-user benefits and the brand's unique selling proposition. Ultimately, I used all of this information to design packaging graphics for 12oz aluminum cans that effectively conveyed the brand's message and positioning.
Intended for those who need to take a step back from their daily routine, Basis is the ideal beverage to help unwind and recharge. Whether one is overwhelmed with emails and deadlines at work or simply seeking a refreshing accompaniment while indulging in entertainment, Basis serves as the perfect go-to drink to enliven any day.
