Challenge
The goal was to develop a bold, energetic visual identity for two product lines under the same umbrella brand: NM Power (energy drinks) and NM Drink (sodas). The identity had to communicate power and clarity across both categories, while keeping the design adaptable for future product extensions.
Approach
We started with a strategic briefing session focused on the target audience (young, energetic consumers) and product positioning (accessible but bold). From there, we explored several logo directions, focusing on minimalism, visual impact, and symbol-based memorability.
The final wordmark chosen by the client featured:
- A blocky typeface that evokes strength and stability.
- Clever use of negative space to form a minimal lightning bolt: a subtle but clear link to energy and speed.
- A scalable structure, ideal for packaging, digital, and promotional use.
Outcome
The identity was so well received that the client immediately extended the collaboration to include packaging design for the energy drink cans. The design process emphasized:
- Visual hierarchy and shelf impact.
- Consistent branding across SKUs.
- Clean, energetic color schemes matching product types.
After launch, the client expanded into soda drinks and returned to us to develop the sub-brand identity for NM Drink, along with new packaging for Cola, Orange, and Lime variants. The alternate logo maintained visual cohesion with the parent brand, while introducing a lighter, more approachable tone to suit the new category.
Results
- Clear brand differentiation between product categories.
- Fast client approval for all packaging concepts.
- A cohesive design system adaptable across flavors and future product extensions.
“We started with one logo, and ended up building an entire beverage brand system.”
