restless leg

Over a span of three months, I worked on “Restless Leg" branding project initiated by my professor, Evan Long. Within this project, he assigned various categories of brand names for us to develop into fully-fledged brands. I was assigned with the Non-Alcoholic Beverage category, and thus, "Restless Leg" was born. Throughout the duration of the project, I created "Restless Leg" from a few sentences to an idea then to a concept and then a full brand.

Stage one Ideation: Concept Creation

The inspiration behind this campaign came from the desire to escape to a realm of joy and excitement. I aimed to make an energy drink capable of transporting you to a world where vibrant colours and lively patterns abound—a world you long to inhabit. Branded as Restless Leg, this energy drink promises to whisk you away to a parallel universe where you feel completely immersed and alive.

The next Idea was to make an energy drink based on the feeling of hockey. The Restless Leg would be branded as the ability to give you the energy to win. Hockey is more than a sport. It embodies a sensation. It's the excitement of scoring a goal, delivering a slapshot, winning an overtime victory, scoring in a shootout, feeling the impact of a hit, and craving the taste of victory. It's about stepping onto the ice, the sound of your blade slicing against the boards, the scream of the bench, and the fire you feel inside of you.

As I was thinking of potential brand directions, I found myself back to the atmosphere of Chateau De Villandry. It was a place where magic, mystery, and beauty came together. Drawing inspiration from this experience, I propose a brand campaign inspired by the essence of Chateau De Villandry—a realm adorned with vibrant flowers, majestic castles, and soft pastels.
The Chateau made me feel a wanderlust within me, incising me to explore every hidden path. The bottom right photo captures an endless pathway enveloped by towering castles, whimsical skies, and flowers. Within this garden, time seems to stand still—an idea symbolized by the inclusion of the stopclock and the image of a young girl immersed in a book in the forest. I incorporated elements like the fluttering butterfly and the playful rabbit. Together, they enhance the overall enchanting ambiance of the campaign.

Stage one Ideation: Mini Brand Guidelines

For every concept, I developed a corresponding logo inspired by the mood boards I had made. Additionally, I chose a font and colour palette that helped bring each concept to life and envision how they could be integrated into the branding strategy for Restless Leg.

Concept 1 Outerworld : Mini brand Guideline

Restless Leg Logo design.

Concept 2 Shutout : Mini brand Guideline

Restless Leg Logo design.

Concept 3 Enchanted Wonderland: Mini brand Guideline

I found myself drawn to all three concepts initially, but ultimately decided on the Outerworld Psychedelic theme.

The playfulness and feeling of possibility resonated with me. The logo itself is intriguing, leaving one curious about what lies beyond the door. It not only captivates the viewer but also encourages them to use their imagination to envision the experience of consuming Restless Leg.

The choice of vibrant colours and bold packaging design reflects the brand's identity and the Outerworld theme it embodies. The packaging features fun, eccentric patterns and colours of the outer world, offering consumers an opportunity to explore boundless energy in a fun way.

The goal was to create packaging that stands out on store shelves, which led to the incorporation of holographic elements, striking typography, and vivid colours that exude the brand's energetic essence.

The Entire Brand Guideline can be seen by hitting the image to the right and the “Final Brand Guideline” button !

Stage Two: Realization

The Outerworld