The energy category is the second-largest category in the beverage space in the USA, and performance energy leads category growth. A SHOC Energy is a different kind of brand in the category—one geared toward young, independent, frequent energy drinkers who lead active lifestyles and enjoy belonging to communities focused on fitness, wellness, and similar active hobbies.

With the new brand positioning “Charged by Nature” and rooted in California, the home of beautiful days and natural ingredients encouraging good health and high energy, the design approach was to revise the logo and the can labels with the West Coast lifestyle in mind. We wanted the design to capture that same energy while also feeling more approachable.