Jive Energy is a zero sugar energy drink designed for people who don't want to compromise on taste or aesthetic. Starting with a logo derived from experimental letterform combinations, the brand expanded into a full multi-flavor lineup with bold packaging and clean ingredients. Essential energy without the crash!

The goal of this project was to practice experimental letterform design and apply the results to a real-world branding context. In this case, a fully realized energy drink packaging system across four flavors.

Primary Audience

The primary audience for Jive Energy is young adults between 18 and 30 who are active, socially driven, and drawn to brands that feel fun and designed with intention. They're buying energy drinks for taste and aesthetic as much as for the caffeine.

Secondary Audience

The secondary audience is fitness-conscious consumers looking for a zero sugar option that doesn't feel like a health product. The clean ingredient speaks to this group without the brand leaning too hard into wellness branding.