Quantum Energy Squares
Eat your caffeine for smoother and steady energy
Quantum Energy Squares was the result of the personal quest of a tennis fan to sustain his energy level throughout the day. An avid coffee drinker, he looked for ways to enjoy the effect of a cup of coffee anytime of the day, without the peaks and crash of energy he would expect from his favorite elixir. Here comes Quantum, an energy square designed with macro nutrients to help sustain the energy of green caffeine in a smoother and more steady way. But with this innovation came a change in behavior (eating your caffeine vs. drinking it) and a new take on caffeine intake (you can use it any time of the day as the release is slower and less harsh on the body than a cup of coffee) making it a good companion to any daily activity.
from harsh caffeine to smooth daily energy powered by caffeine
Consumer research helped us realize that consumers had a beneficial view of caffeine but saw coffee as a harsh delivery. So communicating about the macro nutrients became essential and showcasing that the brand could be used for any activity (whether sport related or not) would help convince consumers to try the product ant time of the day. We developed a new packaging design and look and feel that moved away from strong functional claims and cues towards a more lifestyle driven visual language.
What we did: Foresight, Consumer research, Positioning, Messaging, Packaging Design, Web Design