An energy drink packaged as light and ice.
2016
Magma is an energy drink. The name does the first half of the work, so the packaging had to do the rest.
The concept sits on one comparison: the drink is a fluid source of energy in the same way actual magma is. Two ideas carry it visually, light emission for the magma itself and ice for the refreshment.
The range runs three ways. Classic wears glowing lava crystals, Blueberry wears ice, and the Black edition keeps its embers barely visible until the light hits the can. On a crowded shelf each one reads from a distance and stays recognisable as one family.
