The younger generation are becoming hooked on additive and preservative filled energy drinks, using them to boost attention and concentration to get through busy lifestyles and study demands. Produced by big corporates, these popular energy drinks have been cleverly and cunningly promoted to us with mass market campaigns and the backing of huge money.

Phoric is a clean, natural alternative to additive and preservative filled energy drinks. The formula uses a unique energy source - the Guayusa leaf. This is a super leaf that is native to the Amazon Rainforest and is a revered ingredient of tribal tradition. It is organic, fair-trade and sustainably sourced. Phoric is a refreshing alternative to caffeine or a replacement for artificial energy drinks.

Our Approach was to avoid obvious 'natural' cues and simply create a design system and packaging that is not only contemporary and fun, but built behind a purpose. We implemented simple graphic shapes that not only communicate ingredients and flavour but allow for versatile application across multiple brand touchpoints. This in turn was juxtaposed with a cheeky tone of voice and layered style to secondary elements that adds depth and interest to the brand.