Creative Direction: Chad Hogan
Design: Alex Center

the objective – to further differentiate vitaminenergy from vitaminwater while harnessing the larger brand’s equity. the result – a new scientific design that consumers won’t confuse as “ vitaminwater in a can.”



In 2011, Lurzer's Archive, the go-to guide for a collection of the world's best in advertising, photography, and illustration, came out with their latest edition of "200 Best" They focused on packaging, making it "200 Best Packaging Design Worldwide" for 2010/2011.

I was honored to have one of my pieces included on the top 200 list. Some of the notable judges included: Michael Weinzetti, Editor in Chief of Lurzer's Archive; Mitch Nash, founder and owner of cult giftware producer and design company Blue Q, USA; Shingo Miyoshi, president and publisher for Pie Books, Japan; and Dr. Christoph Haberle, dean of studies, Packaging, Design & Marketing at Hochschule der Medien, Germany.

You can find Lurzer's Archive's "200 Best Packaging Design Worldwide" at select book stores or online at Lurzer's Archive.