For young people today, energy drinks have become their own food group. Shibuya, named for downtown Tokyo’s fashion and entertainment district, knew they needed a unique, eye catching look and feel for their company and product to stand out in a saturated marketplace.
Targeted at 15-30 year old devotees of Japanese pop culture, Shibuya’s identity and packaging had to capture the frenetic energy of Tokyo nightlife, the friskiness of cosplay, and the excitement of gaming.
To that end, I created a lively pattern informed by contemporary Japanese design to give the corporate identity as well as their packaging a bouncy, fun vibe. I also developed and illustrated three nocturnal animal characters, reminiscent of anime or manga, to lend a range of distinct, playful personalities to Shibuya’s packaging.
Designed by: Max Dolberg, USA.