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.

Chug Fuel

A can of Chug Focus functional fuel energy drink on a white pedestal against a purple background.
A can of Chug Mood functional fuel with colorful doodle designs and smiley faces on a blue background.
Can of Chug Power functional fuel beverage on colorful geometric blocks in orange, blue, and peach with an orange background.
Colorful graphic with the word 'CHUG' and various icons, squares, and cards labeled 'Power,' 'Focus,' 'Mood,' and 'Calm' on a blue background.
Collection of blue and orange CHUG branded items on a blue background, including a beanie, socks, stickers, a can of functional energy drink, a water bottle, a keychain, and a notebook.
Colorful cans of CHUG functional fuel drinks with designs, a navy blue CHUG bag, round coasters, a teal CHUG lanyard with a pink keychain, a pink tote bag, and various CHUG-branded items on a blue background.
A young man relaxing on a blue couch surrounded by blue balloons with smiley faces, stars, rainbows, and hearts, holding a can labeled 'Chug Mood' with a cheerful expression on his face, in a room with blue patterned walls.
A smiling woman in a green dress and white sneakers standing on a city sidewalk with yellow taxis, pedestrians, and a brick building in the background. A large advertisement poster with colorful graphics and the words "Chug Mood" is on the wall besid
A hand holding an energy drink can with orange and blue packaging, spilling an orange liquid that is dripping from the can and into an open mouth, with an orange background.
Large decorative billboard shaped like a soda can with cartoon faces and cheerful designs, displaying the words "CHUG MOOD functional fuel." It is surrounded by colorful balloons and smiling face balloons, placed in the middle of a busy city street with pedestrians, yellow taxis, and tall buildings.
A man jogging on a city street at dusk with a large illuminated advertisement for a power drink called 'Chug Power' on the wall beside him. The image includes graphic elements like lightning bolts, hearts, and battery icons with the text 'LEVEL UP' o
Person in green clothing sitting on wooden floor holding a purple beverage can labeled 'CHUG FOCUS' with decorative drawings. Surrounding items include purple brain-shaped objects, a purple eyeball, purple magnifying glasses, and purple cones.
A person cycling on a busy city street with yellow taxis and cars, with a large purple advertisement billboard in the background. The scene appears to be during dusk or early evening.
Purple background filled with various 3D objects like eyeballs, brains, glasses, clocks, and geometric shapes, featuring a purple and orange Chug Focus energy drink can at the center.
People on a subway platform near a train at Times Square-42nd Street station, with an advert for a product called CHUG Focus on the wall, and signs indicating directions to The Stray W.