Australia – Energy drink brand Strangelove is rejecting the ill-fitting clothes of the industry in favour of surrealist packaging and some quirky copy that elevates the drink from unwelcome addition to must-have ingredient.
Red Bull might have the energy drink market cornered, but it has backed itself into a high-octane, larger-than-life one. In contrast, Strangelove is ‘not content to follow the traditional visual tropes of their industry kin’, according to branding and packaging agency Marx. Strangelove’s Ginger Beer, Blood Orange & Chilli, Smoked Cola, and Bitter Grapefruit drinks are represented by whimsical characters ‘inspired by the founders’ past lives and the sins they wish to atone for’. The fusion of botanical, classical, medicinal and scientific imagery reflects the high-quality organic ingredients and plays with the idea of optimisation in a more novel way than its grinning, adrenaline junky cousin.
The Big Picture: Brands are drawing on mythology and magic as fantasy has taken hold of imaginations worldwide and is making its influence felt across lifestyle sectors. Read our Neo-Tolkienism macrotrend for more.