RE-BRAND / CASE STUDY

Shock Raw Energy

A neon sign that says 'Shockraw Energy' in front of a blue water background with splashes and bubbles.

Keeping up with modern trends such as yoga and energy drinks, I combined the two into a unique brand of energy drinks based on the 7 chakras of the body.

A golden Buddha statue in a seated meditation pose with pink lotus flowers and a dark background.
A man practicing yoga in a bright indoor space with large windows, performing the Cobra pose on a yoga mat.

  • As a fan of meditation and the idea of energy centers in the body, it clicked to me that chakras could be used as a brand for energy drinks due to their different colors and trendy activities such as yoga.

  • I began studying the different symbols of the Buddhist religion and their meaning/color significance to find patterns or similar symbols that could be leveraged.

  • I was immediately drawn to the “affirmations” that each chakra held as they gave greater meaning to each flavor as more than just a drink. The hand-drawn elements helped make the drink feel more natural while keeping elements of the brand identity intact.

A stack of seven smooth, rounded stones balanced on top of a piece of driftwood near a body of water during sunset.
Blue background with wooden texture accents and a stylized human figure in the center, accompanied by the text 'Shock Raw Energy' in white, bold, handwritten font.
Several colorful cans of Shockpraw energy drinks with flavors including grape, watermelon, cherry, orange, and lemon, arranged in a grid pattern.
Two different styles of alphabet letters, one in teal cursive font and the other in purple block font, displayed on a white background with dotted pattern.
Graphic design with the words 'SHOCKRAW ENERGY' and 'HEY NOVEMBER B. RUN' in stylized fonts and dotted background.
A yellow can of Lemon Lemonade energy drink with splashing lemon-flavored liquid, lemon slices, and green leaves surrounding it on a yellow background.
Close-up of two cans with water droplets, one with a light blue design and the other with a light orange design, both lying on a teal surface.
Three cans of Shockraw energy drinks with colorful, artistic labels, standing on a teal background. Each can features a different flavor with vibrant design elements.

Many of the key photographs and graphics were designed to showcase the drink with its key ingredients to promote the variety of flavors.

Two women lying on the beach sand, smiling and talking, wearing sunglasses and casual beach clothing, with a yellow solar lemon sunscreen bottle in front of them and buildings with hills in the background.
A woman with blonde hair sits cross-legged on the grass, looking to the side, with an urban skyline in the background; she has a yoga mat and a container of CBD tea nearby.
A young woman with dark hair, smiling, looking at the camera, holding a smartphone in her right hand and a canned beverage in her left hand, wearing a white sleeveless shirt with teal text, in what appears to be a gym or fitness center.

The organic social strategy was to focus on the key demographic of females aged 18-40 who live an active lifestyle and feature photos of models enjoying ShockRaw Energy.

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