QuikTrip (QT) was giving up two full cooler doors to energy drink vendors, America's fastest growing beverage segment. Naturally, a private label option in this exploding market would be great for the bottom line.
We developed a line of energy drinks based upon the kind of lift you were needing that day. E (energy), F (focus), B (boost) and R (recovery). We wanted these cans to stand toe-to-toe with leading brands and not be marketed as a low-cost alternative. Using matte black finishing contrasted with aggressively sized aluminum typography you get a bold shelf presence that guarantees visibility in a crowded space.