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With the energy and sports drinks sector emerging as one of the fastest growing markets in the UK, soft drinks specialists Vimto saw an opportunity to disrupt the category with a brand specifically designed for thrill-seekers and urban dreamers that love watching and playing extreme sports.

The challenge was two-fold. The first was to capture the ever-shifting concept of “cool” within the design to appeal to these reactionary, iconoclastic youths. The second was to construct one structure within the parameters of PET bottle material that would work for both products.

Guided by the big idea of ‘Raw Rebellion,’ Extreme’s graphics reflect the razor-edged sensibilities of street art and graffiti. Working in perfect sync with the graphics is Extreme’s unique structure, which continues to reinforce the brand’s push-the-limits personality. The embossed wave-like shape on the bottle’s surface mirror skate ramps, and communicate the rigorous technicality and speed associate with extreme sports. The rugged and powerful structure gives Extreme strong stand out and forms an ergonomic design that is incredibly tactile.