Energy drink branding meant to combat the idea of energy drinks as dark, serious, and manly, without losing the edginess and liveliness. Sugar Rush is based on a project I did before enrolling at SVA, which I was proud of at the time, but felt I could do better now.
Sugar Rush is inspired by punk and riot grrl aesthetics, bright high-energy J-pop videos, and drinks like Jolt Cola.
In addition to the branding and packaging, I created a motion graphic commercial for Sugar Rush. In the spirit of the beverage, it’s bright and manic, with music from Japanese heavy metal/bubblegum pop fusion band Babymetal.
