Student Spotlight: Logan Johnson, 110%


Logan Johnson is a recent graduate of the Art Institute of California - Orange County. 110% is one of his recent projects:

"One Hundred Ten Percent (110) is a fictional fitness water. The brand name is derived from the phrase “give it 110%” - meaning to go above and beyond and give it all you’ve got, and then some.

110 is targeted at men and women 18-30 who are involved in intense athletics and require that little bit extra boost from essential vitamins and nutrients to rehydrate and replenish fluid, carbohydrates and electrolytes. The branding was kept contemporary and clean to efficiently communicate the product message of a simple, no frills natural, healthy sports drink to the consumer.

Multiple flavors were selected to broaden the appeal to potential consumers. Each flavor was given its own distinctive color while the layout on the label remained consistent to maintain stability in the brands identity."