KRAK is a fictional energy drink used for a senior thesis short film. The KRAK drink brand designed to feel like a full-volume assault on the senses. The can rejects polish and restraint in favor of loud, brash typography and aggressively bold sans-serif letterforms that shout rather than speak. Every typographic choice feels confrontational oversized, tightly packed, and unapologetically in your face.
The color palette is intentionally ugly: clashing primaries, and high-contrast hues placed directly next to each other with no concern for harmony. Multiple of color and values were imagined as its own chaotic color-way, with three to four variations that feel less like branding consistency and more like controlled visual damage.
KRAK leans into parody and excess, treating warning labels as part of the aesthetic. A small-print disclaimer on the side reads: “300mg of caffeine. Not recommended for Children, Pregnant Persons, People Sensitive to Caffeine, or Anxious little B****.” The warning functions both as a legal necessity and a darkly comedic brand voice: irreverent, reckless, and self-aware.
Taglines like “A Shock to the Senses”, “Crack the Can, Lose Control”, or “Energy Without Apologies” reinforce the idea that KRAK isn’t trying to be healthy, sleek, or responsible. The can is meant to look insane which serves a visual overload that mirrors the jolt of caffeine inside.
KRAK is not an energy drink you ease into. It’s something you survive.
At the beginning of the project, I created two tailored packages to define the project’s scope.
For the second round, I experimented with stroke-based lines to create an intentionally unstructured, experimental clash of mediums. I also shifted the color palette to vibrant, pop-inspired primary colors.
We moved forward with this stylistic approach as it best reflects the brand’s overall message and aesthetic. Minor adjustments were also made to the Nutrition Facts label, and unnecessary text was removed.
