AMBI energy drink is inspired by the four personality categories of the Myers Briggs Type Indicator (MBTI), a popular self-identification tool among Millennials and Gen-Zs. Positioned as a healthy alternative for young adults and daily caffeine consumers, it serves as a novel option compared to coffee and tea. Additionally, the personality theme makes it an appealing social beverage for conversation starter.
The main target consumer is Young Urban Explorers around the age of 20-30, social media savy , who seek new experiences and celebrating uniqueness.
Keywords that AMBI's brand expresses are Diversity, Sociable, Enthusiastic, Vibrant, Joyful
The color palette primarily consisted of brighter tones, aiming to convey a sense of outgoing, energetic, and playful aesthetics. Each colour associate with the personality category and flavour. Notably, the color purple had been chosen for its representation of emotional balance, equality, and spirituality. It served an important role as a balancing color between the four distinct categories.
The typography was selected to convey a blend of playfulness and classiness, adding character to the brand's personality.
The keywords led to the creation of a moodboard, capturing visuals that resonate with the preferences of a young urban audience.
The name AMBI comes from the term Ambivert, refers to a person whose personality has a balance of extroverted and introverted characteristics. It also sounds like the first two letter of MBTI. We decided that a wordmark would be the best based on our exploration with designing a mascot and icon.
The four shapes represent each category of the MBTI:
Analyst: Triangle the precision, inquisitive, and logical traits of Analysts
Diplomat: Diamond represents the resilient, multifaceted, and flexible traits of Diplomats
Explorer: Square represents the adaptable, strategic, and versatile traits of Explorers
Sentinel: Circle represents the consistent, inclusive, and vigilant traits of Sentinels
We began the design process by working with unconventional elements for an energy drink, and we decided on the Bauhaus-style grid as our foundation. The use of flat, warm colors and shapes sets the brand apart from the typical energy drink imagery, conveying a lighter and less intense feel. The packaging design aims to create a more welcoming and inclusive image, ensuring that anyone would feel comfortable purchasing it without any hesitation.
Both of the posters use the playful designs associating with simple shapes unlike most of the energy drink advertisements. Instead, flat and colourful designs make it modern and easy to read, appealing to the younger audiences at first sight. Also used lots of hashtags that brings the idea of social media.
I gained valuable insights into effective teamwork through this project, which ran alongside with the major branding project (Hobby Hive). As the person who came up with the idea of the MBTI, I naturally assumed the leadership role, requiring me to oversee my team's progress while managing my own responsibilities. The stress intensified when tasks were left until the last minute, requiring me to take proactive measures in pushing for progress and helping my team members in understanding their roles.
With the design, the feedback highlighted that the packaging lacked clear indicators at first glance to convey that it is an energy drink so improving in organizing information hierarchy is an area where I can enhance my design skills.
