Coca-Cola ordered a packaging project for the introduction of a unique energy drink in the Brazilian market.The product is intended primarily for a young audience from the popular classes who performs several everyday activities, with a routine overloaded with work and study, and who needs to replenish the energy consumed along the day.

Unlike the category, which uses elements from the youth’s nightlife partying as part of their identity, Gladiator packaging design bears daytime elements in its colours, typography and graphics. Beams that emerge from the character’s head translate the mental power, solar energy, enthusiasm and disposition of an everyday hero.This hero was represented in the packages by a proprietary icon that has the image of an urban gladiator who, like ordinary people, is also capable of daily victories and achievements.

The way of thinking about Gladiator’s identity allowed us to reach a final result in which we abandoned the graphic paradigms adopted by an entire category in order to reach the audience in a distinct moment in their lives, not only during parties.