Sell the aesthetic, not the spec sheet

Go to any gas station. The energy drink aisle is a wall of black cans, jagged fonts, and promises of "extreme" power. It’s a sea of sameness.

Then you see Alani Nu.

Pastel colors. Clean, minimalist typography. It feels less like a stimulant and more like a high-end seltzer or beauty product. They aren't just selling energy; they're selling a vibe.

For years, energy drinks have competed on features. They sell the "what":

The branding is aggressive, loud, and overwhelmingly masculine. It's about function over feeling.

Alani Nu realized their target customer wasn't just buying a caffeine fix. She was buying an accessory. She was buying something that needed to fit into her life, her gym bag, and most importantly, her Instagram feed.