Client
Jerk Energy (Owned by Adhar Beverages Pvt. Ltd)
Services
Product positioning, packaging & creative design
Year
2024
Team In-Charge
Brand Conceptualisation: Team Adhar Beverages & Greek Alphabet Media
Creative Direction: Damayanti Satkar, Priyansha Anand, Raghav Upmanyu
Graphic Design: Damayanti Satkar
One of the most under-rated ways to tell if a brand is growing is seeing if they are slowly realizing their long-term goals.
When Nimish, the co-founder of Adhar Beverages (creators of India’s leading non-alcoholic beer) told us that a partnership was in the works between Jerk Energy & MTV Roadies (yes, the show with Raghu – Rajiv and endless strong of abuses), we knew one of our most beloved brands was closing in on another one of their goals (story coming in soon). Proud moment for us. 🙂
Why This Partnership Made Sense?
When we built Jerk Energy with the Adhar Beverages team back in 2022 (will tell you this story some other day), our idea was clear – in a market riddled with foreign energy drinks, we wanted to create an energy drink that was Indian. The positioning we set for it was this – as the name suggested, it’s an Energy Drink for the non-conformists.
Naturally, a partnership with a show built on the grit and hunger to stand out from the crowd made complete sense.
Our action plan was fairly straight-forward – understand the Dos & Don’ts from the Roadies team, and quickly churn out the packaging design for how the Energy Drink Can should look.
So, how did we really do it?
Basis the brain-storming, we identified a couple of key things –
- Jerk Energy & Roadies shared a grunge vibe. That could really lend to the art direction.
- When it comes to making a co-branded product with brand as huge as MTV Roadies, your intent is to leverage the brand partner, their scale, and clout as much as you can. So, their being adequately visible on your can is critical.
- By sticking to the original design structure of Jerk, we’d be able to add this as an independent and sizable variant to the family, taking forward its communication & vibe.
Based on these learnings, we created the fundamental design of the MTV Roadies x Jerk Energy Drink. Within the next few days, the packaging design was locked, digital assets were made, and website product pages were set up. You can check it out here.
As of today, MTV Roadies x Jerk Roadies is available in popular retail outlets, Quick Commerce platforms such as Blinkit, Swiggy Instamart, and Zepto, and of course, our website. Follow us on social to see what we’re brewing for this partnership.
