Reinvigorating Australia’s / NZ’s No 1 energy drink wasn’t as straightforward as it ended up looking. But working closely with the team at TBMC we finally managed to ‘Make It Happen!’

The refreshed V logo and visual assets mark a new phase in the brand’s life cycle. Leaving the ’90s teenage bedroom look behind and smartening up to move with the times.

All packaging has now been stripped back to become simply iconic, with a new digital ‘Guarana leaf’ energy portal that houses the redrawn ‘V’ atom logo.

A brand-new bespoke set of fonts was purposefully designed with help from the talented Australian font foundry, based off the distinctive DNA of the ‘V’ logo. This original branded font asset can now be let loose into the V world, setting a recognisable tone for future campaigns.

Here’s a look and feel taken from the extensive ‘V’ guidelines that were created to inspire other creatives to ‘Make It Happen’.

Not everything ‘V’ needs to be in your face. This is one of those examples that takes colour, scale and energy to make it undoubtedly ‘V’.

Merch that you actually want? Keeping ‘V’ flexible enough to not just always look the same keeps it looking fresh through the years. Using its new branded assets to its advantage.

All the newly created ‘V’ assets come alive within a 12.5º angle framework. This magic 12.5º angle follows the same angle as the new ‘V’ logo.

Who’s in? Now ‘V’ can comfortably expand into the cultures it drinks with. From epic music festivals to virtual art contests. Proud to be moving at the speed of culture.

This is the new ‘V’ digital campaign that helps people escape ‘The Procrastination Place’. The launch film – which draws on meme culture and the deepest parts of the internet – was brought to life by Sweetshop’s Damien Shatford & Clemenger BBDO Sydney.

Finally, take a look back at how ‘V’ has evolved through the years. From a low-res video gaming youngster to a sharp-shooting re-energised player.

Latest update: Iced ‘V’ gets a facelift, and is one of the many new ‘V’ product developments on the horizon. Watch this space!