Freight is a fictitious beverage brand reenvisioning what an energy drink could be from the ground up. Energy drinks have a certain reputation as the more extreme/obnoxious way of replenishing energy especially compared to coffee, which is understandable given their extreme sports partnerships and high octane marketing, not to mention flavor wise they’re not always enjoyable. Freight is meant to subvert a lot of those expectations as an energy drink. The tone of the brand is relaxed, cool, and refreshing. Strong grounded branding featuring scenic imagery and earth tones offers the consumers a sense of calm and clarity in a chaotic world.