The client wanted the beverage to set itself apart from other energy-drink brands by positioning it as a luxurious beverage. Designer Sarah Nelson Forss elaborates, “The flavor of the drink is more subtle and interesting than [competing] products. Our client really wanted Rubyy to appeal to the pop idol club-goers in particular, with the strategy that ‘where they lead, others will follow.’ Not only is the bottle dark and mysterious, it feels rather sensuous and soft in the hand as well. The entire identity is based on contrasts: light and dark, angel vs. dragon, glowing art on a black can. It’s all a lot like blood oranges, which are so vivid on the outside but surprisingly dark inside. We just turned it inside out a little.” by Sheree Clark