Ginto
A line of beverages that helps young professionals stay energized while promoting a balanced and robust lifestyle.
+ Packaging design
+ Creative strategy
+ Audience research
+ Illustration+ Copywriting
+ Branding
+ AdvertisingQuestion
Can energy drinks be used to combat grind culture among young professionals?
Insight
Slave to caffeine: There is an over-reliance on caffeine leading to a detrimental cycle of overconsumption. This feeds into the mentality that one must disregard oneself to achieve “success” and reinforces the toxicity of “grind culture.”
More than just energy: Chinese medicine focuses on holistic health and how ingredients can work for the body. This ideology flips the narrative from dependence on caffeine to one that encourages the pursuit of a balanced lifestyle.
Sensitivity cultural practices: Brands often cultural practices without paying respect to the culture of the ingredients they are peddling. Creates an inauthentic experience, bordering appropriation that drives consumers away from these products.
Response
Ginto is a line of energy drinks with a distinct approach to promoting holistic wellness among its consumers, directly opposing the “grind culture” mindset that is prevalent among young professionals today. Ginto encourages its users to look beyond short-term solutions in order to promote a culture of self-awareness and well-rounded health preservation.
Packaging Concept:
The flavors are based on the 4 celestial animals of Chinese astrology. Each creature represents the qualities that the brand aims to deliver while paying homage to the cultural practices in the product.
Tiger for strength: cinnamon, star anise
Tortoise for longevity: lotus seed, goji berry
Phoenix for vitality: lemon grass, dried rosebud
Dragon for balance: chrysanthemum, mandarin peel
