The new beverage line is under licence from the Extreme Sports Company and is targeted towards thrill-seekers and dreamers that love participating in and watching extreme sport, with two initial offerings – Extreme Sport and Extreme Energy – due to hit shelves this month.
Blue Marlin was tasked with capturing the ever-shifting concept of 'cool' with the design as well as constructing a structure within the parameters of PET bottle material that would work for both products.
According to the design firm, Extreme's graphics reflects the razor-edged sensibilities of street art and graffiti.
'Skate ramps'
Creative director of structure at Blue Marlin, Guy Williams, said: "Extreme's structure is representative of non-conformist subcultures as well as extreme sports. The dynamic wave-like shapes embossed on the bottle's surface mirror skate ramps, and communicate the rigorous technicality and speed associated with extreme sports.
"The rugged and powerful structure gives Extreme strong stand out and forms an ergonomic design that is incredibly tactile."
"The new Extreme 2D/3D design by Blue Marlin captures the essence of the Extreme brand. It pushes the boundaries of design, breaks category conventions and reflects the creativity and rebellion of our core target audience," said Emma Hunt of Vimto Soft Drinks.
