This exotic and delicious luxury energy drink, made from blood oranges, is not your typical, aggressive, party-hard energy drink. It’s aimed at celebrity consumers and club-goers. We were inspired by the dramatically dark red, interior fruit of a blood orange contrasted with its pale orange skin. With this in mind, we created a brand story that’s all about light and dark. Black and white. The angel and the dragon. Night and day. We took this idea of light and dark one step further, printing the art so it glows under black light, increasing visibility in a nightclub and enhancing the Rubyy experience.