Custom
beverage.

Story-Driven (Strategic and Thematic)

On this custom corporate drink project, I created two distinct beverage identities under a single brand umbrella, I led the art direction for a bold energy drink and a sleek, high-altitude-inspired beverage. The objective was to build visual stories that reflect the company's personality, values, and origin—while commanding attention on the shelf.

CHALLENGE

APPROACH

Directing this project, I led the project from concept to execution:

Naming & Concept Creation

Gorilla Energy: I developed the name and creative direction around primal strength and intensity, channeling the company mascot into a bold, energetic identity.
Altitude: I named and conceptualized this drink to reflect high performance, clarity, and upward momentum, honoring the founder’s time in the Air Force.

Visual Identity & Packaging

Built two distinct visual systems with contrasting moods
Designed and directed typography, illustration style, color palette, and messaging
Unified both lines through subtle branding elements to ensure cohesion
Worked with copywriter to create taglines for each product to reinforce the personality of the drink:
- “Feel the power, Fuel your Beast” for the Gorilla Energy
- “New heights of refreshment” for the Altitude

The company needed two distinct beverage identities under one brand umbrella:

An energy drink
A second premium sparkling & Seltzer water drink

Both needed to feel unique yet connected, and stand out to catch guests attention. There was no existing name, concept, or visual direction. I was starting from a blank canvas.

results

Two complete product lines with memorable names, strong brand narratives, and standout packaging
Designs were well received and used as a base to create other promotional materials such as coaster, refrigerator blade, clinges.
Demonstrated my ability to move from strategy and concept to visual storytelling and execution
Project positioned me as both a creative leader and a brand thinker, not just a visual designer