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The brief was to challenge the industry of functional beverages with a new design concept.
Approach was to create a counterweight towards conventional Energy Drinks with a matcha based, fully natural and sustainable product without being cute or quiet/factual.
Basically, the idea of Mynd was to prove that a healthy, good & fair trade product is able to look badass.
The design of Mynd is atypical. Strong, masculine and clear lines determine the appearance, without seeming unnatural.
Bold, handwritten typography, encounters technical clarity. What you see is what you get: the usually small-printed ingredients were blown up and transformed into key elements.