New beverage Hyper Blast pushes back against ‘sanitised minimalism’
The ready-to-drink (RTD) alcoholic energy beverage, available in four ‘flame-kissed’ flavours (Charred Mango, Blackened Razz, Grilled Pineapple and Torched Lime), was conceived and designed by Tavern. The aim for the New York-based design agency was to disrupt the RTD market, creating a new brand capable of genuinely standing out.
Noticing an abundance of safe, minimalistic RTD products, Tavern sought to craft a brand that feels recognisable, while also appearing meaningful and relevant. The agency applied its ‘modern heritage’ framework that allows for the creation of “modern design, storytelling and experiences built for today.”
Mike Perry, Tavern’s chief creative officer and founder, says, “Most brands today either lean entirely on heritage or try to invent something completely new. We wanted to sit in the tension between the two, creating a brand that feels like it’s always been there, but couldn’t have existed until now.”
The result is Hyper Blast, a brand inspired by ‘80s and ‘90s jet ski culture, skate catalogues and analogue magazine layouts. Embracing clutter, contrast and controlled chaos, the design system invites consumers into a vivid visual world.
In contrast to what Tavern describes as the “post-Covid, post-millennial era of sanitised minimalism,” Hyper Blast leans into layered storytelling and maximalism.
Perry adds, “People don’t want to be sold to, they want to be part of something bigger. The best brands create an aspirational universe that people genuinely want to enter, and a feeling and experience that keeps them coming back for more.”
To make consumers feel more like participants in the Hyper Blast universe, Tavern also developed supporting assets including jet-ski equipment lines, in-world products and a Hyper Blast-branded helmet range. The agency additionally devised racing team identities complete with their own names, insignias and visual codes.
Hyper Blast drinks – set to launch in mid-summer with a focus on convenience stores in US college towns – was created with the help of liquid development partner JAI Development.
