BLACK SHEEP ENERGY

Create a beverage package design for a 16 oz can. Black Sheep Energy is a fictional company producing energy drinks, with the goal in mind of appealing to an audience that is different than the norm, or the “Black Sheep”.

The Black Sheep Energy project is aimed to design a brand aimed at a niche of younger energy drinks. Black Sheep Energy started as a rejection, not an idea. Consumers are surrounded by energy brands that all said the same thing—clean, positive, aspirational. Especially in energy drinks, everything was about being the hero: faster, stronger, better. It felt manufactured. Predictable. Safe.

Black Sheep Energy was built around that idea: walking away from what’s expected without asking for permission. No hero narrative. No self-improvement angle. Just energy for people who don’t need to be told who to be.

Black Sheep Energy speaks in a controlled, direct tone that doesn’t ask for attention or approval. The voice is sharp, minimal, and intentional—built on short, clean statements that say exactly what they need to and nothing more. It avoids hype, humor, and over-explanation, choosing instead to sound certain and unbothered. There’s an underlying edge to it, slightly cold and observant, but never trying too hard. The brand doesn’t position itself as the rebel—it assumes the audience already is, and simply exists alongside them.