Our updated design had plenty of boxes to check. We developed a unique brand look and colour palette that breaks thru in a very noisy category. We balanced taste appeal, our clean ingredient story and our key benefit - natural caffeine. We established a clear visual differentiation between 16oz Energy Drinks and 12oz Energy Seltzers with an easy-to-follow flavour navigation system. All this while retaining a nod to the original design so we didn’t lose our core consumers along the way.