FOSL Studio
Self-initiated Project
Energy drinks were on the rise, and I chose to study this topic to investigate the long-term health impacts and the myths surrounding so-called healthy energy drinks made with synthetic ingredients. This self-initiated project explores healthier alternatives and uses design as a tool to engage the target audience and encourage behavioural change towards better health choices, improving both mental and physical well-being.
Most consumers are between 16–17 years old, an age where energy drinks have become normalised without awareness of their harmful impacts. This project aims to reach that audience directly, challenging the culture of early consumption and inspiring healthier habits.
Energy Drink Brand
About
FOSL FUEL is a healthy energy drink made with only natural ingredients. Not only does it provide health benefits, but the name “Fossil” links back to ancient species, symbolising the strength and power they carried — qualities embodied in the energy drink itself.
“IGNITE YOUR INSTINCTS.” perfectly ties into FOSL FUEL’s concept by channelling the untamed energy of prehistoric life into a modern, health‑conscious energy drink. The slogan captures the essence of natural resilience, evolution, and raw vitality, mirroring the primal drive for survival.
Logo
The Nautilus Embodies our mission:
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Evolution & Growth
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Timeless strength
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Deep connections & Identity
The Nautilus, with its round shape resembling the letter ‘O,’ seamlessly integrates into the name ‘FOSL.’ Known as the ‘living fossil,’ it is one of the oldest surviving species, symbolising resilience and longevity. Its consistency in survival serves as a powerful reminder of how far we’ve come and the importance of perseverance, pushing forward, never giving up, and striving to reach our limits. This message resonates with young audiences, offering them a meaningful symbol to look up to.
Colour Pallete
FOSL FUEL will release a series of drinks inspired by four eras: Paleozoic, Mesozoic, Cenozoic, and Precambrian — each expressed through a distinct colour palette: black, blue, green, and yellow.
Packaging Design Layout
Each drink represents a unique species, reflecting its caffeine strength and purpose. Beyond function, every design embodies distinct aesthetics, interests, and identity. A description on the side of each can shares fascinating facts about the featured species.
FOSL FUEL — Paleozoic / Nautilus
A QR code on the can connects consumers to the FOSL FUEL website, offering deeper insights into the era, additional species, brand details, events, ethics, and sustainability. This interactive element encourages conversations among friends and like‑minded individuals, fostering a sense of community.
The marketing strategy incorporates gamification, inviting consumers to collect drinks featuring different species.
Merch
