This new energy drink brand has had to challenge stiff competition while building — using only the restrictive real estate of a 250 ml aluminum can — an uncompromising identity. Its goal: to impress the very young, mostly male target, who is looking for an energy boost, but mostly for a feeling of “unreasonable freedom.”
Creating the bold brand identity didn’t stop at the name, but used packaging design to unleash the maximum level of energy possible. This furious explosion of wilderness comes literally from within the can itself, especially through the B monogram, carved out as a jinxing number 13.
The toughest challenge was to treat the brand's payload of extremes in a cool, neo-noir graphic novel look and feel. If you enjoy the view, things click into place forever – if you don’t, you’re probably not of much interest to the brand. This makes the can design a pretty cool segmentation instrument.