The new beverage line is under licence from the Extreme Sports Company, and is designed to target ‘thrill seekers and dreamers that love participating in and watching extreme sports’.
The brand’s two initial offerings, Extreme Sport and Extreme Energy, hit shelves this month across the UK.
“Extreme’s structure is representative of non-conformist subcultures as well as extreme sports,” said Guy Williams, bluemarlin’s creative director of structure. “The dynamic wave-like shapes embossed on the bottle’s surface mirror skate ramps, and communicate the rigorous technicality and speed associated with extreme sports. The rugged and powerful structure gives Extreme strong standout and forms an ergonomic design that’s incredibly tactile.”
“The new Extreme 2D/3D design by bluemarlin captures the essence of the Extreme brand,” said Emma Hunt, Vimto Soft Drinks. “It pushes the boundaries of design, breaks category conventions and reflects the creativity and rebellion of our core target audience.”
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