Recognition
The Baly name remains the hero while a compact Brazil silhouette retains a familiar geographic cue.
Baly Energy Drink
More than energy, attitude.
A visual repositioning built to keep Baly recognizable while giving five flavors one bold, coherent shelf presence.
Energy, organized into a system.
Modernize the brand for a younger audience without erasing the recognition it had already built.
The academic brief called for a full visual repositioning of Baly Energy Drink. The answer was not a single label, but a flexible family: one unmistakable black-and-gold brand core supported by expressive illustrations and a clear color code for every flavor.
The system was developed across the redesigned logo, five 473 ml cans and a set of campaign-ready visual assets.
- Context
- Academic repositioning project
- Institution
- Anhembi Morumbi University
- Role
- Rebranding, logo and packaging application
- Deliverables
- Identity · Five cans · Visual assets
Keep the name. Sharpen the signal.
Impact
Heavy handmade letterforms and a fractured “Y” turn the wordmark into an energetic focal point.
Motion
Lightning bolts extend the identity beyond the logo and create rhythm across packaging and campaigns.
One family. Five distinct flavors.
The black can creates a consistent silhouette. Gold owns the brand. A flavor color, fruit character and matching details do the navigation.
TradicionalElectric gold
Maçã verdeAcid green
MelanciaSignal red
AçaíVivid violet
GuaranáWarm red
Flavor becomes character.
Each fruit is reduced to a compact, high-contrast illustration with leaves, droplets and outlines. Repetition turns those components into patterns that can move from the can to campaign layouts.
01 / Label to can
Change the flavor. Keep the family.
Violet and green keep the fruit distinct while the shared brand structure stays in place.
Constant: wordmark and hierarchy. Variable: flavor color and illustration.
02 / Label to can
Change the flavor. Keep the family.
Acid green changes the flavor signal without changing the position of the brand.
Constant: wordmark and hierarchy. Variable: flavor color and illustration.
03 / Label to can
Change the flavor. Keep the family.
Signal red and the watermelon character identify the variant within the same black-can family.
Constant: wordmark and hierarchy. Variable: flavor color and illustration.
04 / Label to can
Change the flavor. Keep the family.
Gold reinforces the core identity while the same hierarchy connects it to the fruit-led variants.
Constant: wordmark and hierarchy. Variable: flavor color and illustration.
Four original label-to-can studies. The complete five-flavor family appears above; the environmental images below are portfolio visualizations.
Built to live beyond the flat label.
New portfolio mockups test the identity at three scales: a close product moment, a lifestyle environment and the repeated rhythm of a retail display.
A packaging family that reads as one brand before it reads as five flavors.
The strongest result is the system itself: every can can change color and illustration without losing the shared Baly silhouette. The project demonstrates how a rebrand can preserve familiarity while creating more space for attitude, navigation and campaign expression.
What the project demonstrates
- Brand repositioning without abandoning recognition
- Modular packaging architecture across five SKUs
- Illustration used as both information and personality
- A visual language ready for retail and lifestyle applications
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