The brief was simple: design a new energy drink brand. The approach was anything but. Rather than disappear into a crowded market of neon cans and caffeine-fuelled promises, the opportunity was to do something a little bit different. Meet Boba Blast: the first fun and healthy sports drink designed specifically for tweens and teens.

THE OPPORTUNITY
Tweens are active, energetic and perpetually in need of refuelling. But parents who still have considerable say over what goes into their kids' bodies are understandably wary of anything that reads like a chemistry experiment. The gap in the market was clear: a drink that works hard enough for big sport days, contains nothing scarier than coconut water and natural ingredients, and is fun enough that a ten year old would actually want it. Oh, and no caffeine. Parents of the world, you're welcome.

THE PROCESS
The popping boba pearl was the product hero from the start, playful, tactile, and genuinely unlike anything else in the sports drink aisle. Packaging it in a transparent grab-and-go pouch did two things at once: made it easy to drink on the move, and put the product itself on display. No hiding behind an opaque can when your product looks that good.

The visual identity leaned hard into energy and fun without tipping into chaos. The Boba Blast logo, built around a bold sunburst graphic device, sits on a bright yellow palette with pops of pink and purple. The tagline "Zing When You're Zapped" does exactly what a good tagline should: communicates the benefit, sounds like the audience, and sticks in your head. The advertising campaign extended the identity across OOH posters and print collateral, showing the target audience doing what they do best: skating, climbing, moving.

THE SOLUTION
A complete brand identity and advertising campaign for a product that fills a gap in the market. Bold enough to cut through, healthy enough to pass the parent test, and fun enough that no ten year old would ever call it a "sports drink" to their friends. It's a Boba Blast. Obviously.