Rvival set out to disrupt the coffee category with PX—a purer, less toxic caffeine alternative designed to deliver energy without the crash. They approached us to create a bold brand identity, packaging system, and narrative that would resonate with wellness-forward consumers and Erewhon shoppers.

Through close collaboration, we defined PX’s unique value as the next generation of coffee: clean, revitalizing, and neurologically balanced. This informed a visual system built around fluid gradients to represent shifting mental states and rising energy, paired with bold typography that bridges familiar coffee cues and a modern, science-backed edge.

*Photography is for directional purposes only.