H a r d c u o r e trademark

Caffeine Army

Caffeine Army represents the perfect balance between performance and well-being. By applying concepts of nutrition, metabolic optimization, and self-care, the brand has created the world's first Smart Energy, which has become the leading reference in the category in Brazil: the SuperCoffee.

Hardcuore was responsible for rebranding Caffeine Army and its entire product line, maturing its visual codes, and helping to consolidate its growth in the Brazilian market.

Read more about this project

The rebranding included the redesign of the brand icon and the creation of additional graphic elements that express and connect with the universe of movement and performance.

See our works

  • Film
  • Design
  • Communication

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Smart Energy. Energy that does not oscillate

Caffeine Army represents the perfect balance between performance and well-being. By applying concepts of nutrition, metabolic optimization, and self-care, the brand has created the world's first Smart Energy, which has become the leading reference in the category in Brazil: the SuperCoffee.

Hardcuore was responsible for rebranding Caffeine Army and its entire product line, maturing its visual codes, and helping to consolidate its growth in the Brazilian market.

We redesigned the brand's icon, symbolized by a burning coffee bean, developed a proprietary texture, and also created striking typography. The angle of the letters translates the idea of constancy and evolution that Caffeine Army provokes.

We explored different shades of brown that allude to coffee, the main component of its products. Additionally, we incorporated gold to bring a more premium perception to the brand.

In the new visual identity, we have used diagonal bands to add more movement and dynamics to all of your design elements. We have reinterpreted the military pattern that was used as graphics for the Razzle Dazzle shape - a maritime camouflage pattern that resonates with the brand's world of movement and performance. This way, we have successfully reflected the energy that is associated with the functional delivery of your products through design.

Our creative process included a manual experimentation step where we tested shape and countershape games using spray paint. As a result, we were able to generate an effect that closely resembles the appearance of SuperCoffee powder. This effect is visible as a finish on both the packaging and the visual identity of the brand. It is also present in the brand manual, posters, and its own unique icon.

For this Caffeine Army twist, we have created its entire verbal identity. We have redesigned its complete packaging line in different formats and have also undertaken the rebranding of SuperCoffee while maintaining the main characteristics of the parent brand, Caffeine Army.

In 2021, more than 2 million units of the products were sold in Brazil, and the brand surpassed R$161 million in sales. Now, Caffeine Army is conquering its space as a global player, expanding its area of operation to the United States.

Credits

  • Agency
      HardCuore®
  • Creative Direction
      Patrícia Clarkson
  • HardCuore Team
      Fernanda Rodrigues, Mariana Taubold, Juliana Bach, Felipe Teobaldo, Lívia Nishibe, Carolina Pinheiro, Lucca Pineschi, Kaique Valente, Talita Barcelos e Jéssica Pádua