A Powerful Packaging Design for a Nutritious, Performance-Driven Energy Blend
Restless is a nutrient-packed energy drink alternative designed to provide full-body performance support for first responders, military, and blue-collar workers who often turn to high-sugar and high-caffeine energy drinks and lack the time to focus on wellness and nutrition.
The founder is a veteran who has witnessed first-hand the way that a lack of sleep and labor-intensive work impacts overall health. He created Restless to be a convenient, all-in-one dose of daily essential nutrients and adaptogens with an optimal ratio of caffeine to L-Theanine for sustained energy that wouldn’t take a toll on the body.
He came to us for elevated branding, logo, packaging, and website design that would speak to his target audience, communicate the wide range of benefits his product offered, and set his brand apart in a crowded functional beverage market.
- Brand identity
- Mood boards
- Package design
- Copywriting
- Website design
Mood Boards Create a Resilient, Rugged Brand Essence
A Military-Inspired Logo Conveys Strength and Endurance
The original logo didn’t communicate the brand message or speak directly to the target audience. The plain serif typography felt traditional and lackluster, not aligning with the bold brand image the founder envisioned. While clean and visually appealing, the logo didn’t stick out or reflect the brand story and image.
BEFORE
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AFTER
For our redesign, we focused on resonating the target audience and conveying a sense of endurance. We created a version of a military-inspired typeface, reminiscent of army stenciling, establishing a bold, powerful feel.
The octagon elements further symbolize strength and resilience: eight-sided shapes are often seen in domes and fortresses. UFC fights are held in octagonal rings to prevent fighters from being trapped in corners. Octagons are often used to represent boundaries, discipline, and power. We carried this octagonal element into the packaging design as well, creating a repeated visual motif.
The Brand Color Palette Captures The Essence
For the brand color palette, we wanted to communicate a sense of trust woven in with a cool and sophisticated element. We also envisioned a pop of color providing contrast and drawing the eye. The palette plays with shades of blue, from deep sapphire to tranquil nautical and a commanding cobalt, while bright teal and yellow create a warm and inviting touch.
A Sleek, Energizing Packaging Design with Targeted Copywriting
The packaging design evokes a rugged and resolute feeling, conveying the message that Restless provides performance and fortitude for ongoing support and endurance.
Simple icons communicate other key differentiators: veteran-owned business and made in the USA. Every element of the packaging design works together to resonate with the target audience of military and first responders. Simple copywriting nuances, such as the identifier “performance energy blend” and a focus on “all-in-one fuel to keep you in the fight” convey the concept that this is more than an energy drink—it’s a one-stop shop for everything the body needs.
An Elevated Website Design Reinforces the Message
For the website, we wanted to create a no-nonsense but empowering tone. Simple color blocking with the brand’s deep blue evoke a sense of trust while representing strength and fortitude.
We wanted to incorporate lifestyle photography into the website featuring blue-collar workers in demanding professions, but this became a budget concern for the brand. Startups launching their first product often don’t have the budget for a full photoshoot with live models.
The alternative is often to use stock photography. However, since stock photos are available for anyone to use, this creates the risk of copycat branding; competitors might use the same images, creating confusion for your consumers and causing your brand to look like everyone else’s.
AI-generated photography
We wanted the website to feature the target audience—dedicated people in demanding professions, but budget restraints didn’t allow for a full photoshoot with live models. We were hesitant to use stock photography since stock images are available for anyone to use, creating the risk of copycat branding among competitors.
Our solution was to create unique lifestyle photos through ethically-sourced AI image generation. (The photographers agreed to have their images used as source material and were fairly compensated for their work). AI image generation is a great option for brands with a small budget who need unique images.
Copywriting
We wanted the brand voice to feel cool and approachable without coming across as gimmicky. We created copywriting that focused on the valuable benefits the audience cares about most: the convenient on-the-go element, mental and physical endurance and support, and the full-body nutritional fuel. Compelling phrasing such as “energy that doesn’t quit” and “an all-in-one punch for ultimate performance” reinforce the message and emphasize the unique differentiators of the product. The messaging subtly establishes Restless as better than competitors with catchy, quippy copy.
THE RESULTS
We created branding that captured the origin story and mission of the brand, resonated with the target audience, and communicated the distinct, unique benefits of the products. The branding elements established a commanding, memorable brand image that set Restless apart from other energy drinks and supplements on the market.
