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Already loved in the US, Hi*Ball came to us ahead of its first international launch. Our job wasn’t to give an American brand a British accent. It was to rethink it for a new market and turn something unfamiliar into something people would instantly want to pick up.
Energy drinks tend to shout. Flames. Claws. Lightning bolts. Enough visual noise to make you feel wired before you’ve even opened the can. Hi*Ball is different. 100% Sparkling Energy Water with a natural caffeine kick. Lightly flavoured, with zero sugar, sweeteners or calories. All the lift, without the syrupy swagger. It refreshes like water but works like energy. That makes it hard to label, but easy to love - and gave us the opportunity to create a space it could own.
At the heart of it all was one simple idea - Refresh Your Energy. A new kind of energy for people who want to feel switched on, not amped up. A wake-up call for the category, created for every kind of moment. No stickiness. No crash. Just a gentler, fresher boost to carry you through the day. This was the bones of the full package redesign and the rallying call for their first ever campaign.
The product is clear, so we built a visual world around clarity. A stripped-back silver can lets the drink’s water-like character shine through. Bright blocks of colour give each flavour its own hit of personality. The Hi*Ball wordmark and star add just enough spark, while a bold “0” delivers the good stuff at a glance. We created a flexible identity that could live everywhere Hi*Ball shows up - from cans and chillers to social feeds, sampling moments and brand partnerships. When it came to art direction - we went with a refreshing smack of sparkling water right to the face, bringing the product to life in a playful, lifestyle-led way.
The result balances both sides of Hi*Ball whilst also making it feel like a brand you are proud to drink. Clean enough to sit confidently near premium water, with bucketloads of impact to compete in the energy aisle. If you haven't done so already it's time to Refresh Your Energy.
