Originally, Four Loko was a caffeinated and alcoholic beverage (an alcoholic energy drink). It had 12% alcohol. However, the trick lies in caffeine, the equivalent of which is equal to five cups of strong coffee. Drinking a can of Four Loko was about the same as drinking a six-pack of beer. Combined with high doses of caffeine, the drink made one feel awake and not fully aware of how drunk they really are, which is why the formula has been adjusted. Currently, it is sold as a premium malt beverage made with natural and artificial flavors.
The alcoholic energy drink “Four Loko” debuted on the US market in 2005. The drink was invented by three friends from Ohio University. It became the fourth best-selling alcoholic beverage in just a few years. The drink was available in almost all states and over twenty counties. However, it soon managed to make quite a splash. At the end of 2010, the FDA prohibited the sale of drinks such as Four Loko because thanks to the addition of caffeine to the alcohol, one did not feel drunk. As a result, many ended up in an emergency. Currently, Four Loko is being sold without caffeine.
What is Four Loko?
Four Loko is an alcoholic beverage with fruit additives sold by Phusion Projects. Earlier, it also contained caffeine, a combination that was deemed dangerous for the health. Enjoyed by party-lovers, it came to be linked to excessive intoxication, hangovers, and poor decision-making.
The logo is light and daring at the same time. The “Four” part of the name is done using a bold, smooth font and all lowercase characters. The characters are wide and have a modern, geometric style, making them highly legible. The fact that the letters are done in white and only have a thin black outline helps the inscription not to look so overwhelming. The “Loko” line overlaps the first word and is done in contrasting black. It features a brush-stroke font with edgy streaks. It appears to be written in a rush. Such style stands for the energetic and eclectic nature of the brand. Although there are no other elements besides the inscription the logo looks memorable and has a youthful vibe.
A combination of two very different fonts, smooth and jagged, creates a very impactful and unique image that reflects the fun and excitement that typically goes hand in hand with beverage consumption. The font used in to write the “Four” line has bold, smooth strokes that create rounded, extra-wide characters with straight, clean terminals. Meanwhile, the “Loko” part is done using a font that resembles Ru’ach Font designed by Timothy Donaldson and published by ITC.
The black and white color palette supports the overall impression created by font choice. There is lightness and contrasting boldness. The classic color palette also helps to make the logo look professional. In addition, it stands out even on the most colorful and bold background of the can that the beverage is sold in.