WrathX is a sub-brand of MuscleBlaze that has been the go to choice for pre-workout in India. Known for the gorilla and the bold red identity, WrathX already had strong recognition in the gym and fitness space. But the challenge was different this time. They wanted to step into the energy drink market and expand their audience. This meant not only targeting gym goers but also athletes gamers students and everyday people looking for a boost without the crash.

The old visuals were inconsistent and felt outdated. There was no connection between the pre workout identity and the energy drink packaging. If WrathX wanted to compete with Red Bull Monster and Sting they needed a visual system that could carry the same aggression and confidence while still being modern and scalable.

The core question during the project was simple but tough. Do we keep the gorilla or remove it. The gorilla already had years of brand equity so letting go of it would mean starting from scratch. After explorations and discussions we decided to keep it but give it a fresh expression. Combined with the strong red color and bold typography this anchored WrathX in its roots while opening the door to a wider audience.

The final output was a packaging design system supported with 3D renders and campaign visuals. The anchor message was clear. Zero sugar Zero crash. More than just a can, this project was about showing how WrathX could evolve into a market that demanded both energy and trust. It ended up winning one lakh rupees in MuscleBlaze’s national contest and taught me how to balance continuity with change when expanding a brand into new categories.