HYPE A Bold Energy Drink Identity

The Vision

In an era where energy drinks often blend into the shelf, HYPE was born to do the opposite — disrupt. This self-initiated project explores how bold branding, striking packaging, and energetic visual storytelling can bring a beverage brand to life and catch the hype before the first sip.

🟦 A concept rooted in power, playfulness, and presence
⚡ Custom wordmark with a dynamic lightning bolt for instant recognition
🎯 Targeted at Gen Z / Youth with a design language that demands attentionThe Approach

✅ Reimagined the visual identity with a minimal, confident tone
✅ Created cinematic mockups and bold lighting to enhance product drama
✅ Shot-based layouts to highlight individual collections: Date, Night, Alpha
✅ Crafted visuals with campaign potential across web and print

The Execution

From strategy to shelf, this project involved end-to-end creative direction:

• 🧃 Brand Naming & Logo — Crafted “HYPE” as a name with instant recall and energy

• ⚡ Packaging Design — Created modern, bold, and minimalistic can designs featuring a lightning bolt identity

• 📸 Lifestyle Shoots — Directed & executed photography with real people to simulate product launch visuals

• 🎨 Mockups & Visual Assets — Designed clean product mockups to simulate retail + outdoor environments

• 🧱 Moodboarding — Developed a visual tone that balances electricity, freshness, and culture

The Takeaway

💥 A full-stack concept brand that showcases what bold, youth-oriented branding can look like
📦 Portfolio-ready project for pitching product campaigns, packaging, and brand launches
🚀 Combines art direction, photography, and design thinking in one cohesive execution
👀 A statement piece to attract CPG, beverage, and lifestyle brands