Vimto Soft Drinks has partnered with bluemarlin, a British branding and design agency, to develop a new 2D/3D-packaging for its Extreme energy and sports drinks range.
Developed under the license from the Extreme Sports Company, the brand's two initial offerings Extreme Sport and Extreme Energy variants are slated to debut this month across the UK.
The design agency's Bath studio specifically created a design for urban dreamers, a target group comprised of young men known for their individualism.
bluemarlin structure creative director Guy Williams said that the new brand Extreme's structure represents non-conformist subcultures as well as Extreme Sports.
"The dynamic wave-like shapes embossed on the bottle's surface mirror skate ramps, and communicate the rigorous technicality and speed associated with extreme sports," Williams added.
"The rugged and powerful structure gives Extreme strong stand out and forms an ergonomic design that is incredibly tactile."
Vimto Soft Drinks marketing manager Emma Hunt said: "The new Extreme 2D/3D design by bluemarlin captures the essence of the Extreme brand. It pushes the boundaries of design, breaks category conventions and reflects the creativity and rebellion of our core target audience."
