Background & brief
Natural energy challenger Hearth approached Boundless Brand Design seeking a complete repositioning to compete directly with category leaders. With the natural energy drinks market experiencing rapid growth alongside intensifying daily competition, Hearth required more than incremental improvements -they needed transformational differentiation.
The challenge was clear: ‘natural energy’ alone no longer sufficed as a market position. Consumers demanded authentic narratives that transcended basic product attributes, seeking brands that understood their evolving relationship with energy itself.

The Strategy­
Our strategic insight revealed that consumers had fundamentally redefined energy – viewing it as raw potential rather than mere achievement. They sought conscious, collective energy that aligned with their lifestyle aspirations, similar to Nike’s approach to athletic empowerment.
This insight led to our central brand idea: ‘Life’s a Game.’ This dynamic concept positioned Hearth within the broader energy ecosystem, drawing inspiration from match tactics and team performance to create an unbreakable flow state that resonated with target consumers’ desire for sustainable, lifestyle-integrated energy.

The Creative Process
The visual identity transformation centred on a bold, angled black wordmark that projects confidence and optimism. The heart symbol evolved into four thick, angled coloured lines dominating the can’s surface – mirroring sports team jerseys and reinforcing the game metaphor.
A vibrant palette of yellow, blue, and orange was carefully selected to reflect flavour profiles while deliberately avoiding clichéd natural product aesthetics. The minimal-yet-impactful design elevated the can into a lifestyle accessory worthy of display – seamlessly transitioning from morning energy ritual to afternoon athletic pursuits.
Strategic messaging evolved to become purposefully intentional: ‘mental clarity,’ ‘jitters free,’ and ‘slow releasing’ support the overarching ‘good energy’ proposition, presented through hand-drawn annotations that evoke coaches’ pre-match tactical notes.

Results, Value & Impact

The redesign has delivered exceptional commercial results, driving a 125% increase in annual sales and a 156% surge this month compared to August 2023.

Beyond the numbers, the design has elevated brand recognition and credibility, enabling high-profile brand partnerships with the likes of Alexis Mac Allister (Argentina World Cup Winner, Liverpool Midfield Maestro & Hearth Co-Founder, and  media opportunities including features on The Rest Is Football with Gary Lineker and collaboration with the world’s largest football YouTuber, generating over 102 million views.

This enhanced brand presence has opened doors to product expansion with upcoming Hearth-branded football shirts, attracted potential brand ambassadors, and secured future media placements on Gary Neville’s Stick To Football. The design has fundamentally transformed the brand’s market position, creating a platform for sustained growth and industry recognition.