HIJUMP

Rationale
The HIJUMP brand is coy and eye-catching. The flavors ROCK, MILEAGE, HIGH MILEAGE, and KILLER represent the caffeine content of each energy drink as well as play on vulgar slang in strip clubs. The colors correspond to the intensity of each flavor, for example, ROCK has zero sugar, zero calories, and is lower in caffeine so the coloring is black and white. The numbers used on each can label (0,1,2,3) reflect this too. The zine-style matches the messiness and how unexpected the nightlife is like. Across the system, you will see a rabbit exploring the dimensions of this nightlife with speed, as if it drank these drinks. Subtle club imagery is collaged in the system. The title HIJUMP relates to the caffeine high and the rabbit and can be read as HUUMP from afar, which is bold like Hugo and his old profession.

Concept
Hugo, a retired stripper from Salt Lake City has decided to make energy drinks. He’s really into rabbits and wants to be sure that this plays some part in the design. Hugo worked at Showtymes Entertainment in Salt Lake City. He wants to settle down now at 45 and make his energy drinks. He likes high energy, eye-catching design.