Exclusive | FLCKing the Script: FLCK’s Creative Director on its bold journey to redefine the energy drink experience

July 1, 2024

FLCK redefines the energy drink experience with sophisticated flavours and research-backed ingredients that promote long-term brain health. In this interview with FLCK’s creative director Livia Lima, we explore the brand’s journey, the innovative design inspired by graffiti and minimalism, and the challenges faced in creating its standout packaging. Join us as we delve into FLCK’s mission to elevate and transform the energy drink market.

Tell us a bit about the brand – its heritage, its story, and its markets

FLCK was born out of frustration with the energy drink market. Most products just contain caffeine and B vitamins and cost cents to make. The branding and messaging for these products in our opinion, are misleading and commonplace.

FLCK redefines the energy drink experience with research-backed ingredients that support long-term brain health, delivering sustained concentration and alertness instead of the usual spike followed by a crash.

Our flavour profile is also totally different. Both LOW and NO SUGAR variants have a very refined and aromatic undertones of mandarin, wattleseed, coffee, sage, cinnamon & vanilla. Think toasty spice with a zest. A sophisticated alternative that disrupts and elevates the energy drink market.

We created FLCK to challenge the market and to create a sophisticated alternative that tastes elevated, with functional ingredients that actually work and none of the nasties.

How does the design express the brand’s values? What inspired the design?

The design is a juxtaposition and contrast of graffiti inspired graphics and minimalistic, black and white, gridded design. It literally represents breaking the mould. Visually representing the brand’s deliberate choice of alignment with fashion and art subcultures rather than sports.

FLCKs can design is a collaboration between lettering artist Sergey Shapiro who drew the shape of our logo and our creative director Livia Lima that brought the brand to life.

What is innovative or unusual about your packaging?

It looks like no other energy drink! We took on the challenge to innovate and elevate the sector by challenging what an energy drink could look, taste and feel like and offer positive health effects. So much so that FLCK stands out alone in its category. Our packaging represents a change in the market.

What technical challenges did you need to overcome to manufacture the packaging, if any?

We wanted to represent the idea of a transition or “mood switch” in our cans through the use of light and gradients. The biggest challenge was trying multiple printing techniques to archive a foil gradient effect that felt refined and elevated. We tried many different foils and even explored using vinyl wraps but no printers would repurpose them on labels. The simplest idea worked best. To achieve the effect, we used translucent ink over the silver metallic can material and opaque white background on the rest of the design to create contrast.

What reactions have you had from customers?

We are humbled by the positive feedback from customers saying they love the brand and that the product is something they want to be seen with; but most importantly, we feel like we are doing our job right when we hear people say they feel focused and awake without anxiety or crashing and that they feel hydrated and proactive when drinking it.