RYSE set out to shake up the energy market with something completely new: Europe’s first chocolate bar with caffeine. The two founders wanted to create a first-to-market alternative to the high-sugar energy drinks that dominate supermarket shelves and grab-and-go stores.

I became involved through Bord Bia’s SuperBrands and FoodWorks programmes, working closely with the founders to help bring their vision to life. The challenge was to create a brand and packaging system that felt disruptive enough to stand apart, while remaining credible in both the snacking and energy categories.

I developed a bold identity and design language that expressed energy and performance in a fresh, distinctive way. To launch the product, I created a social campaign designed to connect with a younger audience - showing how RYSE fits seamlessly into real life: before the gym, late-night studying, gaming into the small hours, or powering through a busy workday.

RYSE has launched as a true challenger brand: innovative, ambitious, and designed to fuel the future. I look forward to seeing the brand grow and expand its market.