I was tasked with creating a high school sports beverage design for concession stands. The high school in question had a tiger mascot, thus the brand would focus on this.
In the initial planning stage, a vision was laid out supporting the idea that since concession stand proceeds help fund the school’s sports programs, that this drink is, by extension, a symbol of support. Its orange color in the stands will help create an orange view for the players, thus boost their morale seeing the fans who are financially supporting their cause. The bottle caps would feature a raffle system, where winners could exchange their cap for a prize.
Logo Development
The logo for this drink was to reflect the school mascot to appeal to the local target audience. The logo was to address three points:
- Tiger identity
- Athleticism
- School colors
Ideation started with a realistic image of a tiger based on one of the school’s statues. I did not feel that this was communicating athleticism, while peers did not like the realistic shape of the tiger, so I changed this to an active geometric tiger instead.
Tiger Will was the name attached to this business due to it at this point being local to Stratford. The name ‘Tiger Will’ reflects the tiger’s natural will to be fast and take down its foes effectively. White is the tertiary color used in the school’s brand, so I used this for the text knowing the logo would be placed over a black background.
The beverage itself is called ‘Victory Stripes,’ produced by Tiger Will and distributed at concession stands during Tiger games. The bottle design was prepared on Adobe Illustrator.
Bottle caps contain a raffle system that go into effect during games. If a person finds a winning cap, they can exchange it at a concession stand for a prize. Through this system, drink sales should increase dramatically.
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