AMP: energy drink (pepsi) for idea couture   //   brand identity + packaging graphic design

vzthe projects: Product logo + packaging design concepts for a new energy drink

my role: Art director/designer

Conceptualized + designed brand identity for new energy drink, create identity and packaging design concepts for the energy product line. challenging the hyper-masculine, “aggressive” visual tropes of the traditional energy sector, the creative direction prioritizes a minimalist, sophisticated aesthetic by utilizing clean typography and a refined colour palette, the identity positions the product as a premium lifestyle choice rather than a high-stimulant utility