Adrenaline Rush Zero is the perfect solution for people looking for an instant energy boost with zero sugar.The new product is a great combination of bold taste with apple & lichee notes and energy blend. With so much care and effort going into the formula inside the can, our challenge was to communicate all this on the outside of the can.
Adrenaline Rush is an iconic energy drink in Russia.The design had to fit within this family of brands. With this in mind our central question became, “What does it mean to take something, like sugar, out of a formula?” Translating this into design thinking, the answer was clear.
The solution was reductive design.
We started with the base material of the can. A blank metallic canvas. On this clean, white sweep we created an effervescent blue dot gradient. This elegant design cue effortlessly communicates our clean energy product benefit. We pick the blue back up on the pull tab. A subtle design element that taps into the anticipation and excitement consumers report when they first unlock the carbonation inside.
In packaging, van der Rohe’s old adage that “less is more” often rings true. A ring that can be heard loud and clear at the register. That’s because packaging and retail merchandising skews towards maximalism. With so many brands screaming for consumers attention, sometimes a whisper says more. We found that to be true with Adrenaline Rush Zero.