This product launch introduced So Good So You Sparkling Energy, a new kind of energy drink made with real fruit juice, clean ingredients, vitamins B6 & B12, and balanced caffeine - launching exclusively at Target.

 

The goal was simple: drive awareness and trial by reframing energy as something that actually tastes good and feels good to drink.

 

I led the creative direction and packaging design, incorporating insights from focus group testing. Using my research, I designed not just the cans, but a cohesive visual world that instantly communicates flavor, freshness, and trust. We embraced vibrant fruit photography, bold color, and clean layouts to highlight real ingredients and avoid the overly intense, artificial energy drink aesthetic.

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Across packaging, paid media, and in-store, the system positions Sparkling Energy as the cool new option in the aisle: approachable, flavorful, and real. Taste leads everything, with design doing the work to make that promise instantly clear - bringing the idea to life through modern design, bright flavor cues, and photography that feels as real as what’s inside the can.

 

Real Energy. Real Ingredients. Real Good.