The consultancy was awarded the brief directly by newcomer Über Drinks in January.
The product, which launches this week, is being marketed as delivering ‘energy for life with no lows’ and is packaged in a distinctive red aluminium bottle.
Pearlfisher’s brief was to position Übershot to target young professionals and be upmarket of energy drinks currently available.
Creative director Natalie Chung explains, ‘The category is stigmatised and this is reflected in the compensatory, “samey” design we keep seeing.’
Tess Wicksteed, planning director at Pearlfisher, says the branding concentrates on ‘maximising the consumer’s potential’ rather than offsetting burnout.
She says she hopes the product will become ‘an acceptable modern male accessory for professionals’.
The entrepreneurs behind Über Drinks are themselves representative of the target market, she says, and she is confident they will not be intimidated by taking on their established rivals.
Chung says the small-format aluminium bottle is a ‘true point of difference and design breakthrough for this category’.