Client
CAMO Energy Shots
Role
Art Director
Objective
Client needed a complete rebrand from the ground up to better align with their desired image. We needed to deliver a new logo as well as build a website around it.
Process
For their logo, we referenced existing competitors in the energy shot/drink market such as Gatorade, Monster, and 5-Hour Energy. We identified their strengths and how they were aligning themselves to their target demographic, and applied the same reasoning to CAMO. Despite their name suggesting they were focusing on military, veteran, and law enforcement audiences, they wanted to target a pretty general audience -- college students, athletes, working professionals, etc, in the 25-55 age demographic. We decided to go the route of "power" to match their Power Up tagline, moving away from the typical lightning bolt icon that so many of their competitors rely on -- and went with a tech/edgy aesthetic for their logotype to create a more approachable and generalized look to match their target audience.
For their website, we wanted to place primary focus on their product with their why-buys as supporting content. Going this route allowed for us to utilize their dynamic product imagery to our advantage to help sell their range of energy drinks in a pretty saturated market with well-known and established competitors.
Unfortunately, the website that we designed and developed for them has been replaced.
