When an old client came to me with a new beverage, we had a blank slate to build the brand from the ground up. Chug is all about functional energy, but we didn't want it to feel like another stiff, "high-performance" drink. Instead, we went for a fun, playful doodle style. We filled the identity with iconic illustrations and quirky icons to give it a human soul. It is a complete branding exercise designed to pop on a shelf and make you smile before you even take a sip.