Extreme Drinks had its heritage and roots in extreme sports and needed a packaging revamp for its existing range and three new water variants that would connect with young consumers in more than 20 different national markets.

With such a strong link to extreme sports, the challenge was to be prepared to break category conventions to create a truly ownable design that injected real impact into the brand.

Our response was a concept of ‘Hyper Senses’ based on the adrenalin rush of extreme sports, using a raw illustration style with silhouettes of people enjoying sports embedded into the different faces on each variety. The use of vivid colour coding increased the stand out and a new device locking together the mark and product descriptor allowed the illustration to be the hero.