NIGHTHAWK is a caffeinated candy brand with products that provide an energy boost for nocturnal people. These are primarily young people (aged 18-30) who are students or working adults with a busy lifestyle. This demographic uses NIGHTHAWK to stay awake at night for work and play. Brand personality words include edgy, busy, energetic, nocturnal, rebellious, powerful, and motivated.
The candy products include marshmallows, gummies, hard candies, jelly beans, gum, mints, and chocolates, each serving containing the amount of caffeine typically found in a coffee or energy drink.
Mood board for target market
Brandmark explorations
GIFs of Animated logo
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