Vimto Soft Drinks unveils Extreme Sport & Energy drink with packaging design by Bluemarlin

Extreme Sport and Extreme Energy hit shelves this month

Vimto Soft Drinks has turned to international branding and design agency Bluemarlin to craft 2D/3D packaging for its new brand Extreme.

The new beverage line is under licence from the Extreme Sports Company and is targeted towards thrill-seekers and dreamers that love participating in and watching extreme sport, with two initial offerings – Extreme Sport and Extreme Energy – due to hit shelves this month.

Bluemarlin’s Bath-studio was tasked with capturing the ever-shifting concept of ‘cool’ with the design as well as constructing a structure within the parameters of PET bottle material that would work for both products.

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 reativity and rebellion of our core target audience,” said Emma Hunt, Vimto Soft Drinks.

The recognisable, pre-existing equity of licencing partner Vimto was harnessed to create a badge for the brand. Inspiration for the brand identity came from the role non-conformity plays in society with the big idea of ‘Raw Rebellion’ guiding the project.

The razor-edged sensibilities of street art and graffiti were reflected within the graphics used as part of the bottle design; a unique structure was then designed to reinforce the brand’s push-the-limits personality.

Creative director of structure at Bluemarlin, Guy Williams, added: “Extreme’s structure is representative of 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. The rugged and powerful structure gives Extreme strong stand out and forms an ergonomic design that is incredibly tactile.”

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