Unlike the typical energy drink on the market, Bad Mermaid is an immersive experience surrounded by mystery and beauty, with its foundational energy source originating from the sea! The brand’s origins are as unique as its identity and ingredients, and was sparked by a hauntingly stunning AI-generated image of a red-haired mermaid surrounded by skulls beneath the waves. This eerie yet mesmerizing visual set the tone for a brand that would captivate and intrigue.

The first challenge was ensuring the brand had full ownership of its striking imagery. Enter Marco Celebic, a Dubai-based illustrator with an uncanny ability to bring fantasy to life. With his artistic expertise, the foundational artwork was recreated in high resolution, ensuring it could be used across packaging and branding.

Then came the next crucial step—building a brand that didn’t just complement the artwork but enhanced it. That’s where Jenn Cordova Design came in. I was tasked with creating a brand that could seamlessly complement the world of Bad Mermaid. The vision? A logo design that felt organic yet antique—something evocative of a sea captain’s aged handwriting on a weathered nautical map. When I visualized the can design, the logo would need to sit directly on the artwork and still stand out, but not overpower the existing art. The logo also needed to represent “movement” given the energy drink industry. The resulting logo type acheived all of the above, and was placed at a subtle angle to offer a subtle nod to “energy” and “motion”. A customized typeface with subtle, wave-like flourishes subtly nodded to mermaid tails while ensuring high legibility on aluminum cans. The color palette is also a reflection of the original artwork—deep burgundy and soft blues working in harmony with concentrated, cool greens. The typography consists of a modern and simple sans-serif in conjunction with an antique, rustic script. The brand imagery is a combination of moody and ethereal, meeting athletic and fun.

With its evocative storytelling, immersive branding, and a visual identity as bold as the drink itself, Bad Mermaid is set to carve its own legend—one sip at a time.