Charge

Charge promises three things: clean energy, bold flavour, zero sugar. Functional products usually pick a side, candy or supplement. Charge had to be neither: confident enough to sit beside an energy drink, clean enough to trust at a desk.

I took on the identity, guidelines, packaging, retail, social and the brand film.

I reduced the brand to three pillars, Energy. Focus. Go., and made one rule out of them: every piece of communication delivers at least one.

The voice runs on four guardrails. Motivating, not pushy. Playful, not childish. Clean, not clinical. Real, not robotic.

The system follows the same discipline. One wordmark, one layout, one colour per flavour. The pack does the talking.

A condensed wordmark with a bolt cut through the A. The bolt is the only flourish in the whole system.

Energy Red #FF2D20 leads. Each flavour owns one colour at full strength: Pulse Orange #FF6B00 for Mango Rush, Spark Yellow #FFEA00 for Lemon Spark, Focus Pink #FFB6C1 for Berry Boost. Pure White #FFFFFF and Deep Black #111111 handle space and contrast.

Charge Bold, built on Oswald, for headlines. Condensed, upper case, short lines, full stops, no fuss. The tagline runs in wide tracking. Body copy is Inter Tight.

Red first, headline big, bolt close by. The layout never moves, so the colour is the only thing you need to find your flavour.

The same system in motion: bold, confident, relentless.

Everything runs on one system, so a single pack on a shelf reads as clearly as a billboard.

Project

Charge

Year

2026

Scope

Brand identity, guidelines, packaging, retail, social, brand film

Industry

Consumer goods