TRIBE
Branding, Illustration, Packaging
2020
With its roots literally stemming from the dense, tropical, Amazonian rainforest, TRIBE managed to find an original approach to the highly saturated energy drink market. Substituting caffeine for the ancient superleaf that is Guayusa, TRIBE developed a clean and energy drink alternative, doing so out of New Zealand’s—sort-of—tropical, sunshine capital: Nelson.
Taking cues from the origin story of the product, the brand identity consisted of a vibrant tropical vibe, centred around a bright illustration which depicts an Amazonian scene playing out within an infinity symbol. This symbol, which also features in the logo, is an ode to the cyclical nature of traditional Guayusa consumption practiced by the indidenous Kichwa people in Ecuador. Although featuring a large illustration, the design of the can still maintains a clean feel, helping to position the brand as a premium artisanal product.
