Re-Energizing a Popular Brand

Putting the Energy Back into Energy Drinks


In order to stand out in the heavily saturated energy drink market, Cott Beverages wanted to take their brand, Red Rain, to the next level beginning with an update to their current packaging. The aim was to appeal to a younger demographic, while maintaining some of the recognizable brand elements.


Leveraging BTI’s own original design, the graphics were updated to include a larger, edgier wordmark that more clearly identified ‘ENERGY’, combined with a revamped tribal pattern. The bold, yet clean design was extended effectively across a complete line of cans, 4-packs, 24-pack trays, and 50mL energy shots.


The newly designed packaging achieved a stronger shelf presence in-store leading to an increase in sales and brand recognition among energy drink consumers.

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