The energy drink effect^® has received the renowned German Design Award 2020 for the redesign of its can. In the category “Excellent Communications Design – Packaging” the energy drink convinced the jury.

The effect^® High Quality Energy Drink was awarded the coveted German Design Award 2020. It prevailed over its competitors and can now call itself “German Design Award Winner 2020”. In order to optimise the brand image and visibility in retail, the design of the energy drink was adapted. “The basis for the redesign was the already established, uniquely puristic design of effect^®. In order to increase visibility, the characteristic effect^® logo was enlarged, rotated by 90° and a new dynamic grid background was introduced”, explains Cord Hendryck Vinke, Marketing Director of the MBG Group.

The German Design Award is an international premium prize awarded annually by the German Design Council, the German brand and design instance. It is one of the most recognised design competitions worldwide. Its aim is to discover, present and reward unique design trends. The jury of the German Design Award 2020 is made up of design experts from business, education and science as well as the design industry. All jury members are recognised specialists in their fields. They judged the redesign of the energy drink: “The newly developed design has a very modern and high-quality look. The vertical positioning of the lettering ensures optimum readability on the round can. The striking dotted pattern and the combination of red and silver ensure high attention and recognition on the supermarket shelf”.