unbuzzd
Packaging, Brand Platform and Social Campaign
TENSION
The founders of Celsius made a drink that metabolizes alcohol to help you sober up faster. The name was good. The science was clinically proven. The problem was everything else. No logo, no packaging, no brand. And a brutal truth: nobody wants to be the person at the party drinking something that looks like it came from a Walgreens pharmacy.
INSIGHT/
STRATEGY
THE CHEERS TEST
The biggest barrier wasn't the product. It was the shame of admitting you needed it. We called it "The Cheers Test." The can had to look good enough to confidently clink against a premium beer at a bar. If you felt the need to hide the label, we failed. Sobering up should not feel like a buzzkill.
THE BRAND
DRINK RESPONSIBLY. DRINK REFRESHINGLY.
We built the brand identity from scratch. A premium and playful logo and color system, so that unbuzzd could pass our Cheers Test. Whether you’re at a bar, a game, a picnic, or trying to stay awake through your kid’s high school version of ‘modernized Shakespeare.’
— PROJECT
CPG Brand Launch
— CLIENT
unbuzzd Wellness
— ROLE
Creative Lead & Writer
— AGENCY
Six+One
PACKAGING
Our cans sit next to Portland beers without looking clinical. The back label became bathroom reading with sarcastic copy about your compromised state.
BRAND SYSTEM
We built the full system. A manifesto that turned damage control into a rallying cry. Coasters with headlines that landed between funny and honest. A typeface bold enough to work on a can or a billboard.
SOCIAL VIDEO CAMPAIGN
We also launched "This sobering experience brought to you by unbuzzd," capturing the exact second reality hits. Like a guy coming home late, taking off his shoes, and realizing he’s wearing exactly one bedazzled pink cowboy boot.
RESULT
COMPLETE PRODUCT LAUNCH
A complete brand system. Packaging, voice, content strategy, website overhaul, a stick packet version, and the whole kit and kaboodle go-to-market toolkit. The brand is now available for sale on Amazon and raising $5 million from institutional investors.
Where we started
THANKS TO THE TEAM
CCO: Eric Rojas
Art Director: Salvatore DellAquila | Art Director: Rocio Delaloye
Designer: Julie Tran