Creating noise and expansion

When a challenger drinks brand with its roots in extreme sports decides it’s time to overhaul their packaging, the results have to be category defying and attention grabbing. Extreme Drinks produce a range of natural, functional soft drinks aimed at active, health conscious consumers. They asked Dragon Rouge to look at both the existing range of functional drinks and three new mineral waters. The objective was both to create noise with target consumers and help them extend their distribution globally outside specialist and boutique channels.

Heightened experience

We needed to produce pack designs true to a brand that puts the words ‘inspire’ ‘explore’ and ‘experience’ at the heart of its mission and that would connect with young consumers in more than 20 different national markets. Each pack had to communicate the mood and moment for the drink – natural energy or chilling out, recovery or just rehydration. Our concept was ‘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 drink variety.

Powerful stand out

The use of vivid colour coding increased the stand out and a new device locking together the mark and product descriptor made the illustration the hero. The Extreme Drinks brand attracted an early following and continues to grow in Europe, Asia and Americas. And in 2011, Ex Pure Energy won the Beverage Innovation Functional Drinks Award for Best Energy Drink.