Plus, there is also

December 2011

TANKindustries featured on Sign Shop

Distrikt Hotel balances its theme with subtle design. Opened in February of 2010, the New York City based boutique hotel resides in the heart of Manhattan, steps away from Time Square. While its location may not seem unique, its design certainly is. Themed after the very city it resides in, Distrikt took the bold design approach with the help of TANKindustries and OTTE Architecture. Read More.

May 2011

This organic athletic drink, initially geared toward mothers and the organic market, needed a more energetic design to capture the attention of health-conscious consumers. The original design consisted of flavors distinguished by complementary beverage and label colors and a clear bottle (product testing reveals that sunlight causes organic ingredient colors to fade over time) with a center band label that used the logo as the central focal point. To recharge the brand and meet the aesthetic demands of an active audience, founder Nancy Street turned to New York design firm TANKindustries. Read more

March 2011

LIV Organic's goal with its relaunch was to achieve a brand lift to meet new demographics. The organic athletic drink, initially targeted at mothers and the organic market, needed a more energetic design to capture the attention of health conscious athletes, active adults, and even more active kids. Read more

October 2010

LIV Organic

REVITALIZING CONSUMERS AND THE BRAND
LIV Organic hires TANKindustries to revitalize its sports’ drink look

LIV Organic gets a brand lift for its re-launch to meet new demographics. As the only ready-to-drink, USDA certified, athletic beverage available gearing the brand design from mothers and the organic market to athletes, active adults and kids made perfect sense. To capture the new audiences’ attention and compete on store shelves Nancy Street turned to TANKindustries to recharge its own brand.

“The re-launch wasn’t just about design. It was about the whole market and what was going on,” says Street. “TANKindustries helped us first understand our audience and then provided the branding to match- it was a thoughtful and strategic approach.”

After touring multiple supermarket shelves and speaking with athletes and kids, it became clear the old design didn’t quite meet the aesthetic demands for this active audience. The original design was simple and clean: LIV Organic came in a clear bottle that had a center band label with the logo as the central focal point. Each flavor (lemon, berry, orange and citrus passion) was distinguished by complimentary beverage and label colors. Though the drink was visible through the bottle and provided an extra hue to the package, it also presented a problem. Product testing revealed that sunlight caused the organic ingredient colors to fade over time.

To protect the product from color degradation and appeal to its new audience, the first decision was to use a shrink wrap label on the entire bottle. The new label not only protects the product from sunlight but also provides greater shelf impact with more communication space. To engage consumers, the label is chock-full of sports related verbs in various font sizes and layout directions. Other details include a fuel pump infographic that reads “pure fuel for your body,” and “6 ingredients, 0 garbage.” Overall, important product information is presented in a fun, straightforward manner. Similar to the previous design, each flavor is characterized by its own color pallet and the USDA Organic logo remains on the front of the bottle to remind consumers of LIV Organics commitment to product integrity. To that point, it’s the only ready-to-drink USDA certified drink for athletes. Other packaging considerations included a smaller 12-ounce bottle to provide better consumer portion control.

“TANKindustries did so much for the brand. Consumers spend more time with the product, reading the label and checking it out,” says Street. “Some of our athletes reported it tasted better though we made no changes to the product formula.”

September 2010

Adduco communications is a boutique publicity firm in New York that works in the graphic arts industries. Working with clients such as Georgia-Pacific, Yupo and Monadnock Paper Mills. Adduco recruited TANK for brand development.

August 2010

aboveandbiond (pronounced "beyond") is a boutique music company that pursues placement and other opportunities in TV, film and advertising for emerging artists. a&b engaged TANK for brand development and interactive creative direction.

Project Alert

Yoostar2 engaged TANK for rebranding, online commercials and interactive creative direction on the launch of their new video game for Microsoft Xbox and Playstation Move.

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Sheryl Crow gets a new video on MTV.

Frame Eleven and TANK worked with Sheryl and Interscope records to create a unique point of view for the theme's in "Shine over Babylon". With 4.5 minutes of non repeating graphics and animation, Sheryl's 6 hours on a green tread mill paid off!

May 2010

TANK replants Fertile Grounds Project.

Fertile Grounds Project, a non-profit that helps high school seniors in public schools graduate, turned to TANK for creative direction on a company wide rebrand. We worked with program coordinators, on new looks, for each of FP's three main programs: Hallway Project, Survival Project and Camp.

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It is not everyday that a small design team gets the chance to create, strategize and brand a new TV channel from the ground up! We worked hand in hand, with Comcast and Sony Entertainment, to produce the first ever video on demand Horror network: FEARnet.

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The Seven Rays

WRITER OF FILMS ‘BRING IT ON’ AND ‘STICK IT’ HIRED TANKindustries TO DESIGN BOOK COVER FOR ‘THE SEVEN RAYS’
Jessica Bendinger’s first novel creates impact with readers and on store shelves

When Jessica Bendinger, writer of teen flicks Bring It On and Stick It, wrote her first novel, The Seven Rays, she hired TANKindustries to design a compelling and creative book cover that exemplified its themes. The Seven Rays is a paranormal coming-of-age story that delves into love, friendship, family and the supernatural.

“If someone doesn’t know you or the story, the book cover is the only chance you have to draw them in,” says Bendinger. “We went through a very systematic process to choose the right cover—a process TANKindustries excelled at.”

Ensuring the cover embodied the story, resonated with audiences, met approval of the publisher (Simon & Schuster) and could ultimately compete on store shelves, was not a simple task. Since the book was geared toward young adult audiences, the designs were vetted amongst one of Bendinger’s most enthusiastic fan base - high school cheerleaders. Designs were also taken into book stores to assess how the cover would look in the retail environment and contend against book covers of the same genre.

“In the end we chose a design that was not only stunning but also unique in that it comes to life as you read the book,” says Bendinger. “For example, the back art is a tattoo from a ritual that takes place in the book -- that’s pretty cool.”

While aesthetics were a very important consideration for the book cover, Bendinger and TANKindustries ensured that the design was also functional. In the event the book is not placed cover-forward on the store shelf, the logo on the spine uses a different font from the logo on the cover for immediate legibility.

“Everything was considered and I asked a lot along the way. TANKindustries went beyond the call and produced great work,” says Bendinger.

This is one book that can be judged by its cover.

Interesting

Unlike popular belief, this awesome animal is not a unicorn fish. In truth, it is not a horn at all that sticks out of the head of this water beast. It is a tooth! The narwhal (Monodon monoceros) is a medium-sized toothed whale that lives year-round in the Arctic.