BRAKE
Real Fruit. Cold Brew. Prebiotics. Zero Artificial Bloat.
Client / Brand: BRAKE (In-House Brand)
Category: RTD Beverage Innovation, CPG Packaging & Production
Role: End-to-End Product Concept, Brand Identity, Can Packaging & Factory Coordination
BRAKE — RTD Functional Beverage
BRAKE is a next-generation ready-to-drink (RTD) beverage crafted to disrupt the functional soda and energy space. By combining real cold brew coffee with clean, sparkling real fruit juice (never concentrate) and gut-healthy prebiotics, BRAKE delivers a crisp, refreshing, functional boost without the artificial crash.
Cold Brew Coffee • Sparkling Real Juice • Gut-Healthy Prebiotics • Zero Concentrate • Factory-Printed Cans
Cold Brew Coffee • Sparkling Real Juice • Gut-Healthy Prebiotics • Zero Concentrate • Factory-Printed Cans
The Challenge
The RTD coffee and functional beverage categories are saturated with either overly heavy, dairy-laden cold brews or hyper-synthetic, high-sugar energy drinks. The challenge was to create a brand positioning and visual identity that communicates light, bubbly refreshment while clearly educating consumers on a novel ingredient stack: Cold Brew + Real Fruit Juice + Prebiotics.
The Challenge
0-to-1 Product Creation: Successfully built an entire CPG beverage brand from scratch, from liquid positioning and brand identity to factory-printed production cans.
Category Innovation: Created a distinct visual wedge in the functional beverage aisle, bridging the gap between specialty cold brew and modern healthy sodas.
The Challenge
I directed the brand from raw product development to factory-ready production lines, creating an identity built for high-shelf impact and instant consumer understanding.
Product Innovation & Positioning: Conceptualized the product strategy around "clean functional energy"—highlighting real, non-concentrate fruit juice paired with smooth cold brew and prebiotic gut support.
Can Packaging Architecture: Designed a high-contrast, modern aluminum can layout that balances punchy flavor imagery with key health claim callouts (Zero Added Sugar, Real Fruit, Prebiotics).
Factory & Supplier Coordination: Managed the technical production pipeline from dieline creation to overseas factory coordination, selecting specialized print finishes and metallic substrates to ensure vibrant shelf pop.
The Cans
Production Can Lineup — High-contrast aluminum packaging design built for instant functional clarity.
The Brake World
Extending the visual identity seamlessly across factory-printed cans, lifestyle merchandise, and high-converting digital ad campaigns.
Pre-Press Precision & Technical Specs
Production Dielines — Print-ready aluminum can keylines, precise bleed tolerances, matte varnish specifications, and overseas factory alignment.
