The Brand Essence

A powerful kick to your butt 

Rhino Charge stands for a powerful kick to your butt. It's about waking the dead to aggressively pursue life's goals. Imagine the raw power of a charging rhino coursing through your veins, propelling you to conquer the day with relentless energy. It's the ultimate fuel for those daring enough to tackle the roads left untraveled. Rhino Charge powers the engine of your body with the strength of a stampede and the intensity of a thunderstorm, ensuring you blast through obstacles with unmatched vigor. Embrace the chaos, harness the power, and let Rhino Charge transform you into an unstoppable force!The idea is simple: charge up your life again with every sip. Whether you're revving up for a new challenge or reigniting old passions, Rhino Charge is here to supercharge your journey. Get ready to feel the surge, embrace the strength, and become the charging rhino you were meant to be!





Rhino Charge Brand Strategy

Rhino Charge was founded on the raw and powerful idea that coffee should serve as a fuel tank for achieving goals aggressively.Central to Rhino Charge are themes of strength and mastery, aiming to evoke a sense of badassery, dark humor, and rugged inspiration. We blend blunt boldness with a touch of retro and contemporary flair to make the brand stand out uniquely. Our goal is to position Rhino Charge as a visually heavyweight, bold product, infusing every stage of the customer experience with a sense of elevation.Rhino Charge’s brand personality is inspired by the raw power and unyielding strength of the Rhino. The brand harnesses curiosity through its compelling name and striking appearance, capturing attention and sparking intrigue, making it both rare and aspirational. We’ve tailored our brand to resonate with a diverse audience: luxury shoppers seeking high-end status symbols, adventure seekers craving adrenaline-packed experiences, millennial scenesters looking for share-worthy social media moments, and flavor enthusiasts who appreciate rich, robust coffee.





Rhino Charge’s visual Identity

Rhino Charge’s visual concept is built on themes of harshness, boldness, aggression, and the idea of fueling up and charging, blending retro ruggedness with a touch of contemporary flair. We aimed to create a system that feels premium while avoiding extremes of wildness or tradition. To achieve this balance, we designed a heavy, powerful, and bold brand identity, enhanced with thoughtful storytelling and striking, often audacious details.The Triangle Shape



In addition, we’ve embraced the signature shape of a triangle as a bold and versatile brand element for Rhino Charge. This triangle isn’t just a shape; it symbolizes the concept of leveling up, being charged from the ground up, like fueling up or hitting nitro in a car. It embodies the electrifying energy and upward momentum that Rhino Charge represents. By focusing on the idea of charging rather than the rhino itself, we create a visually striking and unique identity. This shape opens the door to wild and inventive applications, from eye-catching animations to dynamic motion graphics, making our brand identity not only distinctive but also vibrantly engaging and memorable.



This shape serves as a storytelling element that conveys the essence of our brand, reflecting the relentless energy and bold spirit that define Rhino Charge. It makes each cup a gateway to a charged and invigorating adventure.Verbal Identity



We developed a brand voice that charismatically brings Rhino Charge’s personality to life, characterized by dark humor and blunt, harsh & impactful language. Each of Rhino Charge’s ground coffee flavours features a unique and memorable name, paired with a straightforward, no-nonsense description that gets straight to the point without using fancy words.