Energee – Brands & Brawn

The Opportunity

Integrity Assets Group set out to enter one of the most saturated and aggressive categories in consumer goods: energy drinks. Rather than chasing shock value or extreme aesthetics, the ambition was to position Integrity Energee as a cleaner, more intentional alternative, an energy supplement that delivered performance while signaling trust, structure, and nutritional credibility.

The brand’s launch platform was equally ambitious. Integrity Energee became the primary sponsor of Bryan Herta Autosport during the 2014 IndyCar Series, placing a brand-new product directly into one of the most visible, high-pressure performance environments in sports.

Brands & Brawn was brought in to create an identity and system capable of standing up at 200+ miles per hour, on shelf, on track, and in the hands of consumers encountering the brand for the first time.

The Challenge

The energy drink landscape in 2014 was dominated by loud, aggressive brands built around chaos, rebellion, and excess. Integrity Energee needed to do the opposite:

Signal trust, credibility, and structure without feeling soft
Communicate energy plus nutrition, not energy at all costs
Scale seamlessly from packaging to motorsports livery to live race activations
Support a community-driven message tied to a “Join the Family” ethos

This required more than a logo. It demanded a cohesive brand system that could flex across radically different environments while staying instantly recognizable.

The Solution

Brands & Brawn developed a complete identity system designed around discipline, performance, and integrity.

Brand Identity & Visual Language

A bold, restrained mark designed for maximum legibility at speed
A controlled color system optimized for visibility on cars, cans, and signage
Typography that balanced authority with approachability
Graphic structures that scaled cleanly from small-format packaging to full-car liveries

Packaging System

Can designs that clearly communicated energy benefits while reinforcing nutritional cues
A hierarchy that separated flavor, function, and brand at a glance
Shelf presence built on clarity rather than clutter

Motorsports & Experiential Integration

Full IndyCar livery integration for the Bryan Herta Autosport entry driven by Jack Hawksworth
Trackside assets, apparel, and promotional materials aligned to the core identity system
Visual consistency across race weekends, fan interactions, and sampling environments

Every touchpoint was engineered to reinforce the same message: performance with integrity.

The Result

Integrity Energee launched with immediate national visibility through IndyCar, entering the market with a level of polish and cohesion typically reserved for far more established brands. The identity system allowed the brand to:

Compete visually against category leaders from day one
Translate seamlessly across packaging, motorsports, and experiential marketing
Support community-driven messaging without diluting performance credibility

While Integrity Energee was ultimately a short-lived product in a brutally competitive category, the work stands as a clear example of Brands & Brawn’s ability to build complete, high-stakes brand systems under real-world pressure, where clarity, consistency, and execution matter as much as creativity.

Why It Matters

Energy drinks come and go.
Systems endure.

Integrity Energee demonstrates how disciplined identity design can give emerging brands the credibility to play on the biggest stages immediately, even in categories where the margin for error is razor thin.