Keyed Energy
A collaboration with Sherwood Fellows
Keyed is an upstart energy drink company whose product is designed to alleviate fatigue and anxiety using health-conscious ingredients. Uniquely blended with this touch of sincerity is a bold rebelliousness and edgy humor that engages its audience through irony and cynicism. Sherwood Fellows partnered with Fabelle Creative to bring Keyed’s brand identity to life and create packaging that speaks for itself.
Inspired by brands like BrewDog, BANG Energy, and Liquid Death, Keyed aspired to be provocative in its marketing and rebellious in spirit, embracing a punk ethos in its vibrant and energetic branding, with the goal of disrupting the energy drink market with a blend of humor and quality ingredients.
Keyed leverages meta-humor and cynicism to captivate its audience, creating a unique connection through shared wit and a healthy dose of skepticism. With a tongue planted firmly in cheek, Keyed disrupts the norm with its sharp, clever, and often sardonic take on the world. When designing Keyed's brand, we tried to capture its personality: boldly irreverent, unapologetically humorous, and dripping with sarcasm.
The target audience for this brand is men aged 18-30 who exude confidence and a sense of having life all figured out. They are highly adept on social media platforms, particularly Twitter, where they showcase their mastery in crafting tweets and memes. They admire figures like Bronze Age Pervert and resonate with raw egg nationalists. Their podcast preferences lean towards content from Jordan Peterson, Joe Rogan, and comedy shows, seeking a blend of deep philosophical discussions and humor to navigate the chaos of the world. Politically, they identify with the dissident right, valuing independence and contrarian viewpoints. Embracing a cynical and nihilistic worldview, they find solace in the absurdity of life on a burning planet, choosing to enjoy themselves nonetheless. Their lifestyle revolves around intense workouts and a focus on high-quality, hormone-friendly ingredients, embodying rebellion through a strong physique and clean fuel.
Website created using Fabelle Creative’s brand guide and drink can designs
