Rubicon Raw Energy Drinks is a UK-based brand offering a clean, health-conscious alternative to traditional energy drinks. Aimed at active individuals, it delivers natural energy without artificial additives—perfect for those focused on performance, wellness, and a balanced lifestyle.
A key challenge in the rebrand was standing out in the crowded energy drink market while keeping a bold, high-energy look. Targeting active, health-conscious consumers, the design had to reflect natural energy and an adventurous spirit—while still feeling clean, sophisticated, and trustworthy.
Project Type
Rebrand & Label Design
Time
1.5 Month
Year
2024
The rebrand uses bold visuals, expressive typography, and fluid line work to capture Rubicon Raw’s energetic spirit. Intentional use of color, movement, and layout creates a high-impact yet cohesive look, balancing performance-driven appeal with the brand’s natural energy focus.
In the early design stages, I explored how form could convey energy using dynamic lines, shapes, and typography. The visuals were designed to reflect the brand's bold, energetic spirit, subtly incorporating performance-inspired elements to hint at its sports connection.
While the Rubicon Raw logo has a full-color version, I opted for a white variation on the cans to maintain clarity and contrast against the bold, vibrant backgrounds. This choice enhances legibility and ensures the brand remains impactful without overpowering the dynamic can design. The white logo also creates a sleek, modern look, allowing the energy of the can’s design to stand out while maintaining a strong brand presence.
For Rubicon Raw Energy, I used bold backgrounds and clean white type to let the vibrant flavors stand out, with energetic typography extending even to the barcodes. I also experimented with spray painting and die-cut labels to enhance the sense of movement and bring a raw, active feel to the design.
Redesigning the Rubicon Raw label was a rewarding deep dive into the world of packaging. From the beginning, I set out to explore the brand’s identity through form and abstraction, experimenting with various techniques to bring that vision to life.This project challenged me creatively and taught me the value of restraint, consistency, and brand clarity. I'm proud of how the concept evolved—from early sketches to a polished final label—and how it showcases my growth in both design thinking and execution.