Through a methodological process developed by us called Processo Límbico® [Limbic Process], which is designed to deeply access the emotional side of people’s mind, we developed a field research with energy drink consumers, of the most varied profiles, at parties and nightclubs of Sao Paulo. We also talked to experts of electronic music and night scene.

Based on this research, we identified some different and relevant insights to the target and, after an analytical and creative process, we defined the new visual identity and language of the brand design.

The packagings were also developed based on those findings. The shape of the polyethylene terephthalate bottle was created in a proprietary format which stands out on the ordinary Brazilian shelves, getting a more robust, bold and imposing outline. To convey the modernity of the brand, the cap was designed for an easy opening and to refer to the stereo volume dials, connecting to the new platforms and attributes aimed by the brand.

With an impressive proposal, the new bottle managed to stand out compared to the others at point of purchase and helped Fusion to build a perception of superior quality product. The new format has managed to convey modernity to the brand and the strength of a more natural energy drink, but no less effective.