Pearlfisher brands energy drink

Pearlfisher has created the brand identity for new energy drink Übershot.

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’.

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  • Marlon November 30, -0001 at 12:00 am

    Another Energy drink packed with stimulants to rot out gums and help us age faster!! Design looks good though, clear concise and very distinctive. Well done PF…won’t be buying the product though – want to keep my youthful looks!

  • James Thorley November 30, -0001 at 12:00 am

    Just brush your teeth more often and you will be alright fella! As for the design it looks good.

  • marlon November 30, -0001 at 12:00 am

    Ha ha that’s funny. My teeth are alright though mate! Shame but the damage starts shortly after drinking the product.

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