air Energy Drink
Scope
Brand Identity & Product Development
Client
OSHEE
Year
[2026]
Industry
FMCG
air is an energy drink designed to grow the category. Launched in early 2026 in for the isotonic and hydration brand OSHEE, the brief was to create something that appeals to existing consumers while opening the door to an entirely new audience: people who have not thought of consuming energy drinks before.
Context
Energy drinks have long relied on the same visual language: sharp geometry, saturated colours and names that shout. It works for a specific consumer and entirely ignores everyone else. OSHEE wanted to enter the market differently, targeting a younger generation of consumers who care about what they put in their bodies and aren't moved by the aesthetic of extremity.
Approach
The design deliberately rejected the category's conventions. A softer, lighter palette replaced the typical high-contrast aggression. The typographic identity, built around the lowercase "air" wordmark, was chosen for its lightness and flexibility across five distinct SKUs. The signature element is the Panel: a rounded rectangle on the front of each can that creates immediate shelf recognisability without relying on loud colour or aggressive form. The AMBS formula, developed in-house, reinforced the brand's positioning around clean, functional energy rather than stimulant-heavy excess.
Outcome
The result is a range of five flavours: Sour Peach, Bright Yuzu, Zesty Mango, Kyoto Cherry and the Original Recipe, each distinct in colour but coherent as a family. The visual system is flexible enough to extend across marketing formats while remaining immediately identifiable as 'air'. The tagline "Rise Above" carries the same lightness as the design itself and translates cleanly across markets.
Credits
Team:
Kuba Dolinski, Alicja Malejki, Lazare Caton, Marcus Ker
air Energy Drink
Scope
Brand Identity & Product Development
Client
OSHEE
Year
[2026]
Industry
FMCG
air is an energy drink designed to grow the category. Launched in early 2026 in for the isotonic and hydration brand OSHEE, the brief was to create something that appeals to existing consumers while opening the door to an entirely new audience: people who have not thought of consuming energy drinks before.
Context
Energy drinks have long relied on the same visual language: sharp geometry, saturated colours and names that shout. It works for a specific consumer and entirely ignores everyone else. OSHEE wanted to enter the market differently, targeting a younger generation of consumers who care about what they put in their bodies and aren't moved by the aesthetic of extremity.
Approach
The design deliberately rejected the category's conventions. A softer, lighter palette replaced the typical high-contrast aggression. The typographic identity, built around the lowercase "air" wordmark, was chosen for its lightness and flexibility across five distinct SKUs. The signature element is the Panel: a rounded rectangle on the front of each can that creates immediate shelf recognisability without relying on loud colour or aggressive form. The AMBS formula, developed in-house, reinforced the brand's positioning around clean, functional energy rather than stimulant-heavy excess.
Outcome
The result is a range of five flavours: Sour Peach, Bright Yuzu, Zesty Mango, Kyoto Cherry and the Original Recipe, each distinct in colour but coherent as a family. The visual system is flexible enough to extend across marketing formats while remaining immediately identifiable as 'air'. The tagline "Rise Above" carries the same lightness as the design itself and translates cleanly across markets.
Credits
Team:
Kuba Dolinski, Alicja Malejki, Lazare Caton, Marcus Ker
air Energy Drink
Scope
Brand Identity & Product Development
Client
OSHEE
Year
[2026]
Industry
FMCG
air is an energy drink designed to grow the category. Launched in early 2026 in for the isotonic and hydration brand OSHEE, the brief was to create something that appeals to existing consumers while opening the door to an entirely new audience: people who have not thought of consuming energy drinks before.
Context
Energy drinks have long relied on the same visual language: sharp geometry, saturated colours and names that shout. It works for a specific consumer and entirely ignores everyone else. OSHEE wanted to enter the market differently, targeting a younger generation of consumers who care about what they put in their bodies and aren't moved by the aesthetic of extremity.
Approach
The design deliberately rejected the category's conventions. A softer, lighter palette replaced the typical high-contrast aggression. The typographic identity, built around the lowercase "air" wordmark, was chosen for its lightness and flexibility across five distinct SKUs. The signature element is the Panel: a rounded rectangle on the front of each can that creates immediate shelf recognisability without relying on loud colour or aggressive form. The AMBS formula, developed in-house, reinforced the brand's positioning around clean, functional energy rather than stimulant-heavy excess.
Outcome
The result is a range of five flavours: Sour Peach, Bright Yuzu, Zesty Mango, Kyoto Cherry and the Original Recipe, each distinct in colour but coherent as a family. The visual system is flexible enough to extend across marketing formats while remaining immediately identifiable as 'air'. The tagline "Rise Above" carries the same lightness as the design itself and translates cleanly across markets.
Credits
Team:
Kuba Dolinski, Alicja Malejki, Lazare Caton, Marcus Ker