I chose the concept of Evil Energy because I wanted to create something out of the box and contradictory to my usual style. Thus, I took my inspiration from heavy metal band logos to create a nigh-unreadable wordmark to catch consumers' attention (the brand name is written legibly elsewhere on the can). To make the brand itself contradictory, I envisioned it as an organic Yerba Mate tea and crafted the brand identity around the questionable pairing of an "evil" mentality with all natural ingredients. 

The physical mockups and brandbook were accepted into and displayed at Viz-a-Gogo 29, Texas A&M's annual curated student art exhibition, in May 2022.