Duma Energy

Our Approach

We led a full rebrand: new visual identity spanning multiple flavor expressions — starting with the flagship orange-gold for Hibiscus, then a bold pink, a fresh green, and more flavors in development. Each color story is distinct but unmistakably Duma. We designed the packaging system across every SKU, built a fully custom e-commerce website from the ground up, and created a social media visual language flexible enough to evolve with every new launch. This was a deeply collaborative engagement — the founder held strong creative convictions and was involved at every decision point, from color direction to layout. We respected that vision and executed it faithfully, ensuring every deliverable met a high technical standard.

The Results

The rebrand repositioned Duma Energy as a premium, health-forward alternative in the Canadian energy drink market. The identity system is cohesive across packaging, digital, and retail. Hibiscus launched as the flagship with pink, green, and additional SKUs in the pipeline — 230K+ cans sold. The custom website reflects the founder's creative direction closely; as builders, we delivered what was asked with precision. There are always moments in a founder-led project where craft and personal taste negotiate — this was one of them.