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

project: product logo + packaging design concepts for a new energy drink from the pepsi co.

my role: art director/designer

to do: conceptualize + design 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 color palette, the identity positions the product as a premium lifestyle choice rather than a high-stimulant utility.