Research, branding, creative direction, strategy, photography, advertising, illustration, packaging, brand guidelines

Global energy drink sales have reached $49.9 billion yet North Americans consume the same amount of soda as they did in 1986. It’s within this consumption gap that huge growth potential is to be realized.


BLU Energy Drinks entered the Canadian marketplace knowing they needed an edge over established brands who’ve consolidated market share among competitors in the last few years.


Lumeo was brought on-board to develop key strategic points of differentiation which would then be leveraged using newly designed communication platforms to express and propel the brand forward.


Working closely with BLU we conducted focus groups and industry research which revealed significant insights into consumer behavior. One such revelation was no leading brand was cultivating female consumers properly, which paired well with one key differentiator, BLU’s can size. This 8oz slim elongated shape was found to have direct semiotic relationship with female consumers as it appealed to both their sense of portion control and concern with aesthetic slimness.


The brand rollout consisted a full suite of marketing materials, sell sheets, trade show exhibit design, in-store displays and amenities packaging. We then worked with the BLU sales team to develop a communications strategy that would identify and connect with audiences during and after the launch of the campaign.

It was the perception of a “gained advantage” that informed and shaped our messaging.

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