SHIFT is a health-conscious energy drink targeting young, active athletes.
This project focuses on developing a cohesive brand identity that balances playfulness with innovation.
The campaign slogan “Take a SHIFT of This” was designed to playfully nod to the act of drinking the energy
drink while reinforcing the brand name. The wordplay between “sip” and “shift” creates a clever, memorable
connection that engages the audience and encourages interaction.
a 1920 x 1080px advertisment.
A close up mockup of a Shift can.
A 20 x 55ft billboard advertisement.
Each SHIFT flavor was given a distinct visual identity to reflect its personality while staying cohesive within
the overall brand system.
the overall brand system.
Cherry – Deep red communicates boldness and energy, creating an immediate, eye-catching impression.
Kiwi – Vibrant green evokes freshness, health, and natural vitality, reinforcing SHIFT’s focus on wellbeing.
Orange – Bright orange conveys optimism, energy, and a zesty, uplifting feel.
Blue Raspberry – Electric blue emphasizes fun and playfulness, appealing to a youthful, active audience while
standing out on shelf.
standing out on shelf.
A 14 x 48 billboard.