Iba’s Brazilian roots paired with its founders’ vision leant authenticity, trust and credibility to the brand while cementing its mission of promoting a healthy, active lifestyle to the masses.
A competitor analysis of an extremely flooded market found a lot of the same: conventional design choices from conventional drinks. Most brands relied on a green leaf motif to communicate a “natural” sentiment, also using slash, burst, or blast imagery to visualize energy.
We knew to avoid some of the most overused colors (blacks, whites, greens, yellows, and purple) while embodying the joyfulness and strong, feminine energy of the brand.
For years, energy drink brands have had the reputation of sophomoric and crass – praying on male insecurities by upholding antiquated ideas of masculinity and power. Do we really need a 32-ounce aluminum can shaped like a radioactive missile? Nope.
While several competitors did include indigenous ingredients in their visual story, most approached culture in a stiff – detached – manner, banishing the consumer to the dusty outskirts of inclusivity.
What we had was a gaggle of claim-heavy, function-forward beverages devoid of personality or a unique POV. Jackpot. This gave us ample whitespace to explore a modern personality-driven design.