Unhinged

Context

Gamers, gym rats, tech heads, overworked chefs and every other gloriously chaotic soul chasing what they love. Unhinged was created for people whose days don’t follow a schedule and who need snacks and drinks that keep up. The brand needed to turn that chaos into a confident, recognizable position: functional, playful and a little unexpected.

Concept

Snacks and drinks for the full spectrum of human time. The idea starts from a simple tension: it’s too early, it’s too late, perfect. The voice speaks to the hours that don’t exist, with deadpan confidence and no apology. Chaos is treated as a feature, not a flaw, and the whole system is built to feel structured, rhythmic and slightly off-balance on purpose.

Visual Identity

Black, 2000s grey and chrome form the core. Paired with acid green, rush orange, deadnoon blue and late pink, they unlock a flexible system for future products and extensions. Helvetica Now Display in all caps (and lowercase too) carries the voice, while bold black and white stripes and a single slash mark create a graphic language that is easy to recognize and easy to stretch across formats.

Packaging & Photography

The photo tone mixes everyday life with a retro-futurist feel, exploring metallic objects from another era. The packaging follows the same logic: chrome-like wrappers with one color band per product, so each bar is identified at a glance and the range is ready to grow into new flavors, formats and drinks.