• Purdey’s rebrand by Magpie Studio introduces the Flow Loop, a continuous infinity mark that transforms the entire range into one connected composition on shelf.
• With flavor-coded color palettes and purposeful typography, this is the energy drink redesign that finally makes energy drinks feel as exciting as they should.

Purdey’s rebrand by Magpie Studio trades the energy drink category’s classic neon-fronted aggression for a design rooted in calmness.

The centerpiece of the design is the “Flow Loop,” an infinity mark that wraps each can in a continuous ribbon of color, simultaneously functioning as a flavor identifier and a compositional device that connects every can in the range to its neighbor on the shelf. The color palette nods to real fruit hues rather than artificial flavoring, which is exactly the visual promise the brand needs to make to earn the trust of a new generation of wellness-minded consumers who have officially outgrown the era of a screaming can.

When it launched in 1988, Purdey’s was the first natural energy drink on the UK market. Packed with botanicals and B-vitamins, their first cases landed at the legendary Abbey Road Studios – helping musicians to keep the beat long after the lights had dimmed. More rhythm, less blues.

Today, the category that it helped create is a noisy place. Look for an energy drink, and you’ll be hit by a barrage of brands that skew brighter, shout louder and push extremes. Selling us the energy to climb a mountain (and jump off it).

But high-adrenaline isn’t for everyone. Purdey’s saw an opportunity to open up the category, appealing to a new generation of consumers who choose wellness over whiplash, cleaner ingredients over synthetic shortcuts, sustained focus over spike-and-crash intensity. The challenge: reframe natural energy as fuel for sustained focus, not a high-octane jolt.

We partnered with Purdey’s to reinvigorate the brand and clarify its offer: natural energy to fuel your flow. A strategic shift that reframes energy from something that pushes you harder to something that carries you further – a sustained lift for focus, clarity and staying in the moment.

This idea is expressed most powerfully through the Flow Loop — an ownable infinity mark that becomes the brand’s signature, signalling continuous natural energy at a glance.

On pack, the loop holds a continuous line of copy articulating flavour and benefit, while seamlessly linking flavour-led colours. On shelf, cans connect loop-to-loop so the range reads as one flowing composition. Beyond pack, the loop scales across motion, social and campaign touchpoints as a flexible device, creating consistency and recognition.

Energy for everyone, not just the athletes:

Brand voice and wider brand expression reconnects Purdey’s with its Abbey Road origin story – not as nostalgia, but as strategic grounding. Music becomes the lens for flow: imagery captures musicians in deep focus; cyclical copywriting underpins a looping cadence; motion builds hypnotic rhythm. A distinctively Purdey’s frame that brings a clear point of difference in a crowded category, rooted in cultural credibility.

Crucially, music democratises flow. Where the category uses the language of athletes and extremes, music speaks to anyone who’s lost themselves in the moment. It’s an inclusive, human frame that repositions Purdey’s from high-performance fringe to cultural mainstream.

This opens the category beyond its traditional boundaries and reinforces their positioning. Not just for athletes, thrill seekers or all-nighters, but for creators, thinkers and makers, navigating work and modern life. Natural energy that helps you tune in, find your rhythm, and fuel your flow.