AURIX
“Young Talents” showcases visionary food and packaging concepts developed as part of the Packaging Design project workshop at the Media University Frankfurt. Under the guidance of guest lecturer Andreas Milk, students develop brands and products for the food industry of tomorrow—strategically sound, creatively conceived, and consistently designed with packaging in mind.
Anyone who works out regularly is familiar with the problem: a pre-workout booster before the workout, electrolytes during it, and a protein shake afterward. AURIX challenges this established approach and combines all three functions into a single drink.
This project was developed by:
Alicia Hartmann
The product is designed as a complete sports performance drink that provides energy, supports hydration during exercise, and at the same time promotes recovery after exercise. The central message is therefore: “All in One Bottle.”
The formula combines protein, electrolytes, and energy components in a carbonated, yuzu-flavored beverage. Instead of heavy, milky protein shakes, AURIX opts for a clear, refreshing texture that is closer to a modern functional beverage than to traditional sports nutrition. In addition, the concept emphasizes sustainability through a fully recyclable aluminum bottle, which further enhances the premium look and feel.
From a design perspective, the project also takes an uncompromisingly minimalist approach. The black bottle with its oversized vertical wordmark makes the packaging the central brand element. White typography, a few carefully placed color accents, and generous white space create a clear hierarchy and lend the brand a technical precision that perfectly aligns with its value proposition. The visual identity is complemented by high-contrast black-and-white photographs and abstract motifs of water and movement, which convey dynamism and focus without resorting to the typical imagery of classic fitness brands.
What’s remarkable is the consistent translation of the brand concept across all touchpoints. Whether it’s packaging, campaign visuals, or digital applications—the same minimalist design language dominates everywhere. The result exudes high quality, an international flair, and a distinct identity, positioning AURIX closer to premium lifestyle products than to conventional sports drinks. It is precisely this design discipline that makes the concept particularly compelling.
AURIX demonstrates how functional nutrition can be presented in a way that goes beyond familiar clichés. The project combines product innovation with a precise brand identity to develop a clear vision for the next generation of sports drinks: fewer products, less complexity, and, in return, a holistic companion for the entire workout.
Young Talents – Packaging Design Project Workshop.
How are the food brands of tomorrow created? The Packaging Design project workshopat the Media University Frankfurt is dedicated to exploring this question. Under the guidance of guest lecturer Andreas Milk, managing director of the packaging design agency MILK., students are developing forward-looking food and beverage concepts—ranging from trend and target audience analysis to brand strategy, visual identity, and market-ready packaging design.
The results are intentionally speculative, yet at the same time closely reflect real-world market opportunities. In our “Young Talents” section, we showcase selected projects that use creative ideas and strategic depth to offer a glimpse into the food industry of tomorrow.
With the kind support of: Rhodius – Can Filling Experts
