Xyience Sports Drink
Convince the 18-30 male demographic that there is a serious, better-tasting, performance energy beverage for those who demand crystal-clear focus in their "mission-critical" activities. Mixed martial artists, military and law-enforcement were part of the target consideration set.
Our brand position moved the beverage beyond a "party" accessory to a technology-infused CPG. We created a package design for a variety of flavors that messaged an intense product experience and bold refreshing flavors with a side of attitude (appropriate for the target).