There are a ton of energy drinks- there are a ton of supplements, and our client, a body-builder, thought he had the start of the next big thing in energy drinks. It was going to be an entire system of products that would make you into the most amazing muscle machine ever. This is a naming category where a lot of good names are taken.
We came up with the name, then the mark and the sub-brand of the drink: Bio-Elixir. We worked on the packaging for the product that never made it to market. There’s an interesting story behind all this, but, if we told you, we’d probably have to enter the witness protection program.