Feel güd energy

Challenge

The energy drinks category is awash with extreme sugar levels and artificial ingredients, many with names you can’t even pronounce. Brainfüd was created as an alternative – delicious natural products, no monsters, no bull.

We were asked to give them a fresh new look for their upcoming appearance on the BBC’s Dragons’ Den.

How do you use design to both fit in and stand out?

Solution

The notion of ‘energy’ can be interpreted and depicted in a myriad of ways, from the edgy to the exuberant. We observed that the current market leaders are leaning into the aggressive, overtly masculine end of this spectrum.

In order to help Brainfüd stand apart, we crafted a design with a happier, more positive outlook, leading with an iconic smile derived from the brand’s signature umlaut.

Expanding into a world of joyful movement and colour, Brainfüds unique qualities are never in doubt.