Southside Brewing Company is a microbrewery from northern Sweden that was the first to launch an organic, sugar-free energy drink. Mimmi and X were commissioned to rebrand the product and help it stand out in an already crowded market.

Following research and the development of a market strategy, Mimmi and X set out to create the new go-to energy drink for gamers (Jolt Cola, you are missed). The name Extraliv, meaning “extra life” in Swedish, was chosen to evoke the idea of immortality through endless gaming lives.

Inspired by ’80s pop culture, the logo and icons were hand-drawn and applied to a semi-transparent label featuring vibrant neon colours.

Role: concept and brand designer
Delivery: visual identity, animated movie, product photos, label design