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DRINKS WITH BENEFITS | FUNCTIONAL DRINKS

The functional drinks category is one of the fastest moving spaces in beverages today. Drinks brands are innovating at pace, from energy and performance to wellness, nootropic blends and mood-enhancing formulations. As new entrants compete with established players, visual identity, packaging cues and shelf presence are becoming key differentiators.​

This audit explores how the category is evolving and where the most distinctive, disruptive and high-performing brands are winning. It brings together examples from across functional soda, adaptogenic drinks, alcohol-free boosters, hydration, and better-for-you stimulants, highlighting the visual and strategic patterns shaping success today.​

As a creative drinks agency, we examine the big shifts, including the rise of bright colour blocking, scientific credibility cues, stripped back functional messaging, and the interplay between wellness, lifestyle and flavour. Alongside this, we review how brands are using typography, iconography, digital presence and retail theatre to stand out in an increasingly crowded space.

What you will find inside

• Category overview and visual themes​

• Best in class brand examples​

• Breakdown of packaging trends and design cues​

• Analysis of audience positioning across Gen Z, wellness seekers and function-first consumers​

• Opportunities for disruption and differentiation

Building on our previous report on the topic, the full audit is designed to help brand owners, marketers and creative teams better understand what is shaping functional drinks design today and how to create a standout drinks brand that is both visually fresh and strategically consistent.​

Read Our Latest Audit

If this has sparked your interest or you want to discuss how packaging design could benefit your brand, get in touch.​ ​

We would love to talk.