New Relentless Energy Drink Cans

Relentless has been built on a simple human truth, GIVE AND YOU SHALL RECEIVE. NO HALF MEASURES. So when it came to redesigning the Relentless packaging the brief was simple: bring NO HALF MEASURES to life. To do this we outlined five attributes on which NHM is dependent: VISION, SUFFERING, ENDURANCE, OBSESSION and FOCUS. Each attribute provided a theme for each can and this theme informed the subject of the narrative driven artwork, the poetry and the name. It’s not every day that a can tells a story, and even less often that printers have a heart attack when they see the intricacy of the designs you want them to print on a can.