Vital Energy was a vitamin and caffeine infused water beverage born in Rochester, NY. Each Vital Energy drink contains the same amount of caffeine of you’d get from drinking two cups of coffee! After their first product run, the owners of Vital Energy realized they really needed a complete redesign of the old branding and packaging if they wanted to get larger distributors and grocers to take them on. The drink flavor profiles were solid, but the overall packaging design fell apart in representing what this beverage was. Here’s the design solution I created for this local business.