V Pure

Worked on the launch of V Pure for Frucor Suntory — a bold new product innovation within the V Energy portfolio developed in response to growing consumer demand for natural, cleaner alternatives to traditional energy drinks.

The creative challenge was substantial: introducing a minimalist, five-ingredient proposition under one of Australia's most recognisable high-energy brand identities without losing brand equity. The packaging solution — a clear 275ml glass bottle — was a deliberate and distinctive departure from the category, designed to signal transparency and natural credentials while standing out immediately on shelf among a sea of conventional energy drink formats.

Supported by a $5.5 million national integrated campaign across TV, cinema, digital, out-of-home and in-store experiential activations, V Pure was a high-profile, high-stakes launch that required creative thinking to work across every touchpoint consistently.

Created with The Brand Management Company / 12 Below

Brand Innovation & Packaging FMCG | Beverage | New Product Launch & Retail Packaging