Femme Natural Boost is an energy drink targeted to the female audience. Prior to Femme’s introduction there were no alternatives on the market and marketing messages promoting energy drinks contained up until this point, mostly references to extreme sports, masculinity and testosterone.
The obvious challenges were to enter a new market and to develop packaging that attracts the audience by playing with the preconceptions that the color pink evokes, without alluding to the traditional image of what is feminine.
Femininity and independence were the two keywords in the creation of Femme’s brand which included a complete graphical profile, packaging design and a website.
In terms of branding we wanted to express attitude and self-confidence with femininity at the heart of it. We believe this is what sets Femme apart from other competitors in the energy drink market. By working with a saturated yet distinctive color together with hand-drawn typeface, the design of the can got a feminine touch without being perceived as stereotype.