Night Kidd - Packaging by Shengjie Wu

Packaging, Craftsmanship, Strategy, Brand Identity, Photography

Photography and Design by

Hypothetical energy drink packaging inspired by the car culture called JDM, which stands for Japan Domestic Market, refers to Japan’s domestic market for cars and parts. JDM culture is a philosophy that can simmer into an obsession. It is an activity that demands attention to detail that links a driver and a car and brings out the best in both.

The most famous and passionate event in the history of the JDM happens at midnight. Those weary night drives need more energy while driving. This hypothetical drink aims to help people have more energy while driving at night while also creating a communication platform for JDM enthusiasts.

Logomark

The logo was inspired by Night Kids, a JDM club in the anime Initial D. In order to show the sense of speed, I tilted the logotype and added more sharp angles to the K to visually reflect the speed of the car and the concept of energy and passion on the packaging.

Packaging in Real Life

In order to enhance the design concept and visual experience of the Night Kidd drink, the strong contrast between the night environment, the textured cement road, and the lights of the cars were used to create a visual experience rich in texture and energy.

Containers Design

The container is inspired by the shape of the NOS, which is often used during races due to its potential to briefly power the vehicle. Like NOS’s purpose, Night Kidd brings energy to the driver while driving.

Primary Display Panel Design

The main visual design uses the comic style of the animated Initial D, with colors matching the drink’s taste. The cars used in the design are classic 90s JDMs. In terms of details, dashboards display the different flavors’ sourness, sweetness, and energy. The bottle cap uses one of JDM’s most famous wheel models, TE-37, for a design.