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Replaces Lost Energy is a publication containing my dissertation case study on Lucozade’s marketing, branding and advertising throughout its life. The dissertation explores Lucozade’s methodologies, their target audiences, and their transition from a medicinal drink, to a sports hydration and energy drink.

The publication is designed in reference to Lucozade’s brand in the 70’s. For example, orange, half-tone images of cellophane running throughout, have been taken from the original bottle design. Bold, aggressive layouts bring in aspects of the sports brand they have adopted in recent decades.