ADVERTISING CONCEPT: A friend of mine introduced me to Karma Cola a few years ago. It has become one of my favourite drinks. It has a sweeter taste compared to leading soft-drinks. Plus, it comes across as a more ethical company. The design on the bottle has an Incan-feel to it courtesy of the angel and devil characters. With this in mind, I wanted to have the bottle crushing one of its leading competitors.
The slogan ‘What goes around comes around’ is already used by the company, and felt like it would tie in with the can being crushed by the bottle. Another tagline used, but for the whole range of products that Karma Drinks produces, is ‘Good drinks for bad adults.’ The addition of the halo and devil horns to the top of the bottle works perfectly with this slogan. The typography is based on some of their existing advertising but was hand-drawn in Procreate, with additional layout used in Adobe Photoshop.