Wip

A new era of energy has arrived. Natural caffeine energy pouches to fuel your focus and power your performance.

George partnered with Wip (formerly LF*GO!) to create a high-velocity energy brand built to scale as fast as its product. Wip is a modern energy brand rethinking how energy fits into everyday life. Designed for moments of movement, focus, and performance, Wip delivers clean, portable energy through zero-sugar caffeine pouches that offer a fast, intuitive alternative to traditional energy drinks. Built for people who want energy without interruption, Wip meets consumers exactly where they are, whether on the move, mid-workout, or pushing through their busy day.

The project encompassed naming, brand strategy, identity design, packaging design and mechanicals, prototyping, and print production. The name Wip reflects energy in motion, progress, and playfulness; concepts that shaped the brand’s visual language. The Wip wordmark visualizes dynamic forward movement inspired by a whip, fused solid and sharp to embody badge-like strength. Metallic elements add a premium finish and strong shelf impact, while the bold system extends beyond retail, creating packaging consumers are excited to take out of their pocket and place on the table.

The packaging system launched across multiple strengths and flavors, anchored by a high-voltage yellow and balanced with neutral flavor cues for instant recognition and scalability. Much like the energy provided by the product itself, a clear and bold visual hierarchy ensures fast, intuitive navigation in high-velocity retail environments—at shelf, consumers can immediately identify their preferred flavor to grab and go. Compact and tactile, the packaging is designed to live in your pocket or bag; borrowing the ease and familiarity of classic pouch formats, but reframed for a cleaner, performance-driven lifestyle.

A brand that balances big personality with legibility, the system flexes seamlessly across cans, pouches, retail, and digital touchpoints. Within six weeks of launch, Wip earned Amazon’s Choice, became the #1 energy pouch in America, and ranked top 10 in the energy category at leading convenience outlets. Wip demonstrates how integrated branding and packaging design can transform a functional product into a distinctive, scalable brand with immediate shelf impact and long-term growth potential.