Creative agency, BrandMe present a new identity and packaging design for energy drink, Maxx Power, that empowers individuals and amplifies self-expression, putting the brand at the forefront of the Armenian and Georgian markets.
BrandMe’s task was to reposition and redesign both identity and packaging for Maxx Power, to capture the brand’s raw energy through a distinctive, bold visual style.
Through 360 degree strategy, the agency reimagined all touchpoints to build a visual system that connects with consumers and pulses with momentum on every shelf, screen and scroll.
The new Maxx Power logo is at the core of the redesign, symbolising the energetic and progressive personality of the brand.
Crafted in the signature palette of dark blue, white and red accents, the logo acts as the focal source of energy, with all graphic elements radiating from it, echoing the energy and motion of the brand as a catalyst for life.
The introduction of the X icon serves as a sleek shorthand in signalling positivity and power with flexibility and impact. The dynamic new mark humanises the brand, moving the brand across formats and platforms and delivering maximum expression in a minimal way.
Through vivid lines and charged colours, the Maxx Power rebrand doesn’t just look refreshed, it feels reenergised.
BrandMe Creative Director, Adam Wilford shares, “Building a bold and dynamic new identity was the focal point of the rebrand. We wanted it to visually tell the story of the brand with the ‘X’ character as the hero element. An energetic, positive leaping figure at the centre of brand, pack and social media, it radiates positivity and is supported by a vibrant palette and design details.”
“Maxx Power is positioned as a catalyst for life — a brand that energizes, empowers, and inspires people to unlock their full potential through bold choices and meaningful, shared experiences. This case study beautifully captures that spirit: the thrill of living dynamically, connecting deeply, and embracing every moment with purpose. It reflects what Maxx Power truly stands for — not just energy, but intentional, inspiring momentum.
We’re proud to see our story come to life through such a powerful and creative lens. Special thanks to BrandMe team for capturing the essence of Maxx Power so brilliantly. Discover Your Maxx!”, says Nune Stepanyan, Marketing Director of JI Pepsi-Cola Bottler Armenia.
Source: BrandMe
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