"With the proliferation of alternative sodas on the market, SkylarHaley needed an extraordinary branding and packaging approach to stand their new product apart. We provided a name and look that would reflect its mature, refined taste, while holding the attention of younger, more fast-paced consumers. Our main challenge was to communicate the purity of a 100% juice sparkling beverage in a can typically used for energy drinks," said Eric Read, principal of be design. "The minimalist design scheme contrasts with the detailed fruit illustrations, which reflect the product's quality ingredients. Stopping traffic on tradeshow floors, essn is gathering a cult following at retail."