Bringing an anime-inspired energy drink to life through bold branding and interactive design — made for gym rats, fandom lovers, and anyone fueled by cursed energy.
Created as a class project, the goal was to create branding and packaging design for a pop culture-inspired energy drink brand. I chose my favorite anime, Jujutsu Kaisen.
Deliverables:
- Custom logo design
- Four can designs
- Box packaging design
Programs Used:
- Adobe Illustrator
- Adobe Photoshop
The challenge was to develop an energy drink brand that resonates with fans of Jujutsu Kaisen without using explicit imagery of the characters or logo.
The key was to reflect the essence of Jujutsu Kaisen without violating any copyright laws, balancing visual elements of the franchise and the broader energy drink market.
- Anime Fans: Drawn to the cursed energy reference, they see the drink as a collectible or a fun nod to the series, even if they’re not daily energy drink users.
- Energy Drink Consumers: Attracted by the bold visuals and branding, this group connects with the product’s high-energy aesthetic, whether or not they catch the anime tie-in.
For the branding, I drew inspiration from the look of the characters' cursed energy powers being used. I also thought that the shape of the cursed energy reminded me of the neo-tribal popular with Gen-Z these days.
I also analyzed successful competitors like Red Bull, Monster, and Reign, and noticed a key commonality — bold, striking logos that evoke the intensity of the drink itself.
I began designing my logo with a conceptual sketch inspired by the neo-tribal style. Using the typeface "Cyberpunks" as my foundation, I reshaped the letters in Illustrator using the Selection and Pen tools to more closely resemble my initial sketch.
For the final logo, I incorporated the cursed energy marks to tie the design to the Jujutsu Kaisen universe. The result is a logo that feels true to the series' essence while fitting seamlessly into the energy drink market.
Each flavor’s design features unique elements — distinct color palettes, flavor names, and hand symbols for each corresponding character’s cursed technique. To create the hand symbols, I used art from the manga as templates and refined them with the pen tool in Illustrator. This approach allowed for each flavor to remain unique while aligning with the brand identity.
Each flavor is inspired by a Jujutsu Kaisen character's cursed technique and incorporates the hand sign associated with their abilities. For example, Satoru Gojo’s flavor, Blueberry, features his hand sign for "Unlimited Void" and uses a color scheme that reflects his techniques, Limitless and Hollow Purple.
The outer packaging design is kept neutral to emphasize the logo and visual elements, with subtle references like Megumi's "Divine Dog" symbol and a quote from the anime. I used Photoshop to create my mockups.
