People are tired — of the grind, the doomscroll and the relentless negativity that seems to hang over everything we consume. Even the drinks that promise to help — whether they’re fueling energy or hydration — often leave you jittery, depleted and somehow worse off than when you started.

That made the opportunity clear for Positive Beverage: to flip the script on the functional beverage category and deliver drinks that don’t just fuel your body, but actually lift your spirits. Our objective: build a bold new brand identity and packaging system that made feeling good the new cool — delivering clean, mood-boosting energy when you need a lift and vitamin-packed hydration when you need balance.

In today’s culture, apathy and burnout are worn like badges of honor. Caring about your health (or your happiness) gets written off as soft. Most energy drinks play into this by glorifying overdrive, and most hydration drinks play it so safe they feel like an afterthought.

We saw a powerful tension: in a world that feeds on negativity, choosing to feel good is an act of rebellion. What if a functional drink could make positivity feel not just acceptable, but defiantly cool?

“Rebels For Good.” Rather than lean on hollow optimism or clinical wellness tropes, we embraced positivity as a rebellious act. The new design system spans both Energy+ and Hydration+, anchored in the rallying cry “Rebels for Good.” Clean, vibrant layouts meet bold, expressive, custom illustration and an unapologetic voice — signaling that Positive isn’t just here to hydrate or energize you, it’s here to fuel your mood.

We built a unified brand architecture, product naming system and can design language that makes both lines feel like part of the same joyful revolution.

With its fearless new look and tone, Positive Beverage has carved out a distinct space in a crowded category. It’s no longer just another functional drink — it’s a growing movement.

The refreshed design helped secure new retail placements, sparked excitement among buyers and resonated with consumers seeking a cleaner, feel-good alternative to traditional energy and hydration drinks. And while the brand continues to grow, it’s already inspiring more people to choose joy over cynicism — and drink Positive.