El Rayo is an all natural energy drink made in the Coachella Valley. The energy from this drink is sustained throughout the day. It is guaranteed to make you feel great!
El Rayo means lighting in Spanish. This connects to our flavours, where it is made, and the energy that comes with it.
Our audience is women aged 25-30. We cater towards someone with an athletic lifestyle who is very careful with their diet. We branded our drink to highlight the natural and organic ingredients in the drink. We made our advertisements fruit and nature heavy to communicate this.
My team and I worked together formulating the story, audience, and overall message of the brand. Once everyone was clear about the mission of an all natural, healthy energy drink, we took on different roles.
I was in charge of the advertisements. I made 3 compositions highlighting each flavour.
Photoshop: This was the main program I used for our advertisements. In order to create a collage effect, I cut out each piece of fruit using the pen tool and masking. I then stacked the fruit and used brushes and blending modes to create the shadows and highlights. I made sure they all had the same lighting by using colour balance, hue saturation, and brushes with low opacity.
