Blue Marlin invigorates SoBe Pure Rush with a dynamic new design
Independent integrated brand design consultancy, Blue Marlin, has redesigned the packaging for Britvic Soft Drink’s SoBe Pure Rush energy drink in preparation for the product’s launch in the UK.
The drink was launched in Norway in 2009 and proved so popular that it is now being rolled out as a global brand.
The new Pure Rush packaging is designed to capitalise on the growing trend for energy and stimulant drinks that appeal to both sexes.
The two entwined lizards, which have been the icon of the SoBe brand since its launch in 1996, feature prominently on pack in a more overt depiction of the infinity symbol to signify the product’s enegy-giving properties.
“We’ve made the pack more single-minded and really brought the lizards to life,” explained Blue Marlin creative director Simon Pendry.
“The South Beach ethos is all about being comfortable in your own skin and the new packaging reflects that, it has a relaxed confidence.”
Energy drinks represent the fourth largest sector in the UK soft drinks market and the fastest growing category, notching up annual sales growth of almost 14 per cent and with a value of £399 million. However, the market is dominated by testosterone-fuelled stimulants aimed at young males.
SoBe Pure Rush’s new livery is deliberately unisex, eschewing the usual black or blue palette for clean, fresh white. The line “Naturally Energising” aims to highlight the product’s natural ingredients in a move to distance itself from drinks with artificial elements.
The whole pack is printed in an iridescent finish for greater shelf stand out.