Paz® Energy

Meet PAZ®: an energy drink brand created to deliver better energy - combining real performance, an active lifestyle, and an iconic design system that introduces a new aesthetic to the category.

Without resorting to market clichés, the design draws inspiration from other worlds: sports automotive brands, the running aesthetics of the 1970s and 1980s, and the graphic systems of the 1984 and 1996 Olympic Games. The collision of these references creates a minimalist, solid, and aspirational language - closer to a cultural object than a disposable product.

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It took nearly two years to develop the perfect formula for both the drink and the design of the next generation of energy drinks. The challenge was to balance two worlds: performance and lifestyle. On one side, power, efficiency, and real energy. On the other, desire, culture, and design as a core value. It is precisely within this tension that the strength of PAZ® exists.

Everything PAZ® creates is designed to become iconic. From the logo to the packaging, from the tone of voice to the trade pieces, every detail reinforces its positioning as a brand made of and for design.

Scenes, objects, and photographs challenge the obvious, drawing inspiration from the automotive world and fashion editorials. The result is a proprietary lifestyle that provokes the senses and reaffirms PAZ® as a brand guided by aesthetics that does not follow references but creates its own.

See our works

Film
Design
Communication

Better Energy®

While the category shouts stimulation, excess, and immediate impact, PAZ® proposes a new path: steady energy, clean focus, and control. This is not calmness. It is entering the optimal state. When the body responds, focus remains, and nothing throws you off balance.

It took nearly two years to develop the perfect formula for both the drink and the design of the next generation of energy beverages. The challenge was to balance two worlds: performance and lifestyle. On one side, power, delivery, and real energy. On the other, desire, culture, and design as a core value. It is precisely within this tension that the strength of PAZ® exists.

Contradiction is what fuels and provokes the brand to move beyond the category’s conventions. Even the choice of the name carries this contrast and makes it unique: the word “Paz” (Peace), associated with serenity, names an iconic universe marked by visual intensity, dynamic codes, and the calculated aggressiveness of its point-of-sale materials, creating a powerful counterpoint to its positioning.

The logo gains movement and speed; its lines and slant convey a sense of performance, while the typography balances this dynamism with stability and precision. The visual identity breaks away from traditional category codes. White takes center stage, bringing the brand closer to a cleaner, more focused, and sophisticated territory rooted in wellness. In direct opposition, the institutional red injects energy and intensity, making the brand’s core duality unmistakably visible. The color palette functions as a navigation system between flavors, ensuring clarity and immediate recognition.

Without resorting to market clichés, the design draws inspiration from other worlds: sports automotive brands, the running aesthetics of the 1970s and 1980s, and the graphic systems of the 1984 and 1996 Olympic Games. The collision of these references creates a minimalist, solid, and aspirational language - closer to a cultural object than a disposable product.

Art direction reinforces this positioning. Scenes, objects, and photography build an iconic lifestyle, connected to movement, active living, and aesthetics as an expression of performance. PAZ® does not follow references - it creates its own.

PAZ® is born as the next generation of energy drinks. A brand created end to end—from strategy to formula, from positioning to design—to prove that energy does not need to be excessive to be powerful. It simply needs to be better.

Credits

Agency
Creative Direction
HardCuore Team