PLAYBOY ENERGY DRINK
We partnered with Playboy to secure the licensing for a bold new entry into the energy drink space, reimagining the brand for a Gen Z audience with a focus on movement, self-expression, and unapologetic fun. From the outset, our design approach centered on high-impact, reactive color palettes that felt electric on shelf and alive in digital spaces, paired with playful, cheeky product names that leaned into the brand’s legacy while giving it a fresh, contemporary edge. Every touchpoint—from packaging to campaign visuals—was crafted to feel dynamic, social-first, and culturally aware, transforming Playboy Energy into not just a beverage, but a vibrant, lifestyle-driven brand that resonates with a new generation seeking energy with personality.
Through a full-scale brand buildout, we successfully brought an energy drink from concept to shelf, with retail launch imminent. To support a rollout of this scale, we developed a comprehensive suite of point-of-sale and marketing assets, including a dedicated website, permanent rack displays, die-cut decals, shippers, Amazon storefront tiles, and more—ensuring a cohesive, high-impact presence across both physical retail and digital channels.
Following a limited early release to influencers and select retail locations, the response made it clear just how energized Gen Z was by a bold, colorful reimagining of the category. Playboy Energy introduces a five-flavor lineup of 12 oz cans developed by FireBrands, formulated with 200 mg of caffeine, B-vitamins, and L-carnitine—all at just 30 calories per can—delivering both functional energy and a vibrant, personality-driven alternative to traditional energy drinks.