LOCK IN is a mock branding project for a fictional energy drink created for students and late-night creatives. Centered around the #2AMCLUB, the concept speaks to those cramming for exams, pulling all-nighters, and pushing through deadlines when focus matters most. Rather than positioning itself around athletics, the brand celebrates the quiet intensity of late-night productivity. Each can features a unique member ID that grants access to the LOCK IN mobile app, unlocking the #2AMCLUB experience at 2:00 a.m. The timed entry reinforces the ritual of late-night focus, while the app allows users to check in, view a live countdown, and join a digital community of others who are also “locked in.” The visual direction features bold typography and high-contrast color palettes to create an energetic, playful, youth-driven identity that strengthens both brand recognition and engagement.

Output:

Packaging design

Brand Design

Brand Strategy