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Wicked Kitty
Industry: Food & Beverage
Deliverables: Brand Identity Design, Marketing Design, & Web Design
"Punk isn't dead. It just went organic."
Wicked Kitty is a fictional organic, vegan energy drink brand built around a simple question, "what would it look like if a challenger brand actually had a personality rooted in something real?" The project started with a competitive analysis of established energy drink brands, identifying where the market was visually repetitive, messaging felt generic, and consumer expectations were going unmet. Research into health-conscious Gen Z and Millennial consumers revealed a growing appetite for functional beverages that prioritise natural ingredients and transparency, but don't sacrifice boldness to get there.
Instagram Posts
Landing Page & Email Campaign
These insights directly informed the development of a distinctive visual identity anchored in punk and rockabilly culture, a brand world designed to balance genuine irreverence with premium positioning. The final outcome included a comprehensive brand identity system, packaging, a landing page, social media content, and an email campaign,
all working together to create a cohesive and memorable brand experience across multiple consumer touchpoints.
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