Deadline Energy Drink

This energy drink packaging project was inspired by the context in which such beverages are most often consumed — moments of urgency, pressure, and looming deadlines. The concept takes a relatable scenario as its starting point: the race to complete a task when time is running out.

The visual language is built around the metaphor of a “burning deadline.” Each product in the series represents a different level of urgency and caffeine content — from moderate to extreme. The packaging features bold, typographic flames with statements like “Deadline in a week,” “Deadline’s tomorrow,” and “Deadline was yesterday,” visually escalating in intensity to reflect the rising caffeine levels.

This conceptual approach not only communicates the product’s functional benefit but also creates an immediate emotional connection with the target audience — students, creatives, and professionals who know the pressure of last-minute work.