Flipside Energy — Brand Guidelines

02 — Brand Story

OUR STORY

"Flipside started the same way it does for most people — we were sick of energy drinks that hit hard, then disappeared just as fast. The spikes. The crashes. The jitters. The comedown. It never made sense to us."

So we decided to build the other side of energy. Something clean, smooth, and steady. Energy that keeps you switched on without burning you out.

— Troy & Adrian, Co-founders

BRAND MISSION

Clean, smooth, steady energy without the crash. No spikes, no jitters, no comedown.

NO CRASH.
NO B.S.

Welcome to the Flipside.

⚗️

Clean Ingredients

Phytolin, Caffeine, Guarana, B Vitamins, Taurine

⚡

No Crash

Smooth, steady energy all day

🍹

Great Taste

4 flavours, sugar-free options

🦘

Aussie Made

Authentic, local, real people

🤙

Community

FLIPPY FAM, UGC-driven

03 — Products

THE RANGE

Blue Ice

Original

$75 / 24pk

Blue Ice

Sugar-Free

$75 / 24pk

Violet Voltage

Original

$75 / 24pk

Violet Voltage

Sugar-Free

$75 / 24pk

Hypermelon

Original

$75 / 24pk

Hypermelon

Sugar-Free

$75 / 24pk

Sherbert Bang

Original

$75 / 24pk

Sherbert Bang

Sugar-Free

$75 / 24pk

04 — Logo Usage

LOGO SYSTEM

Logo on Dark

Logo on Light

Logo on Colour

Clear Space

Always maintain a minimum clear space equal to the height of the letter "F" in the wordmark around all sides of the logo. Never crowd the logo with other elements.

Minimum Size

Digital minimum: 120px wide. Print minimum: 25mm wide. Below these sizes, legibility is compromised and the logo should not be used.

Logo Don'ts

FLIPSIDE

✕ Don't stretch or distort

FLIPSIDE

✕ Don't add drop shadows

FLIPSIDE

✕ Don't use low opacity

FLIPSIDE

✕ Don't rotate

05 — Colour Palette

COLOUR SYSTEM

Core Colours

Hero & Background Colours

Flavour Colours

06 — Typography

TYPE SYSTEM

Display Font

DharmaGothicE → Impact, 'Arial Narrow' (fallback) | Weight 900 | Tracking -0.02em

Headlines Only

FLIP THE SWITCH.

CLEAN ENERGY.

NO CRASH. NO B.S.

Body Font — Poppins

Google Fonts | All weights 400–900 | Used for all body, UI, labels, buttons

The better side of energy.

400 — Regular

Body text, descriptions

The better side of energy.

600 — SemiBold

Labels, captions

The better side of energy.

700 — Bold

Footer links, subheads

The better side of energy.

800 — ExtraBold

Eyebrow text, section labels

The better side of energy.

900 — Black

Buttons, nav, badges

Type Scale

Display

89px

WELCOME TO THE FLIPSIDE

H1

56px

Clean Energy. No Crash.

H2

40px

The Better Side of Energy

H3

28px

Flip the switch today.

Body

16px

Flipside Energy delivers clean, smooth, steady energy without the crash. Aussie made & owned.

Small

13px

Font Pairing Example

FLIP THE
SWITCH.

Clean energy that keeps you switched on all day. No spikes. No jitters. No comedown. Just the better side of energy.

Shop The RangeLearn More

07 — Voice & Tone

VOICE & TONE

Direct

Say it straight. No fluff, no filler.

Bold

Own the room. Never apologise for energy.

Clean

Simple words. Short sentences. Clarity wins.

Aussie

Mates who tell it straight. No corporate BS.

Energetic

Movement in every line. Feel the momentum.

Do / Don't Examples

✓

“No crash. No B.S.”

✕

“Our product provides sustained energy release.”

✓

“Flip the switch.”

✕

“Experience the difference.”

✓

“Aussie made. No shortcuts.”

✕

“Proudly Australian manufactured.”

✓

“Crack a Flipside and go.”

✕

“Enjoy our premium energy beverage product.”

✓

“Clean energy. All day.”

✕

“Long-lasting energy utilising advanced formulation.”

Key Phrases

Flip the switchBreak the routineMove fasterThe better sideClean energyNo crashAussie made & ownedFLIPPY FAMWelcome to the FlipsideNo B.S.

08 — Messaging

MESSAGING SYSTEM

Taglines

Primary Tagline

THE BETTER SIDE OF ENERGY

Secondary

FLIPPING DELICIOUS CLEAN ENERGY

Tertiary

WELCOME TO THE FLIPSIDE

CTA Lines

Crack a Flipside

Shop The Range

Join The Flippy Fam

Ingredient Callouts

500mg

Taurine

80mg

Caffeine

Extract

Guarana

Blend

Phytolin

Complex

B Vitamins

Key Claims

No Crash

Sugar-Free Available

Aussie Made & Owned

Clean Energy

09 — Flavour System

FLAVOUR COLOURS

BLUE ICE

Cool, clean, crisp

The refreshing original. Icy cool with a clean finish. The one that started it all.

OriginalSugar-Free

VIOLET VOLTAGE

Electric, bold, vibrant

High voltage energy in every sip. Bold flavour that hits different. No apologies.

OriginalSugar-Free

HYPERMELON

Fresh, juicy, smooth

That summer feeling in a can. Fresh and juicy with smooth energy to match.

OriginalSugar-Free

SHERBERT BANG

Tangy, fun, explosive

Nostalgia hits different. Sweet, tangy, and absolutely packed with personality.

OriginalSugar-Free

10 — Creative Direction

PHOTOGRAPHY STYLE

✓ Do

✓

Vibrant backgrounds matching flavour colours

✓

Real people, real energy — UGC style preferred

✓

Movement, action, lifestyle shots

✓

Natural light preferred

✓

Authentic moments over staged scenes

✓

High energy, high contrast editing

✓

Bold crop, close product shots

✕ Don't

✕

Over-produced, studio-perfect shots

✕

Stock photography or generic imagery

✕

Dark, moody, low-energy aesthetics

✕

Corporate or formal styling

✕

Heavy filters that lose the colours

✕

Cluttered or busy backgrounds

✕

Anything that looks like the competition

Aesthetic Summary

REAL PEOPLE.
REAL ENERGY.
NO FILTER.

11 — Social Media

SOCIAL GUIDELINES

Platform Handle

@flipsideenergy

Instagram · TikTok · Facebook · Twitter/X

Primary Hashtags

#FlipsideEnergy#FlippyFam#BetterSideOfEnergy#AussieMade

📱 Stories / Reels

Vertical 9:16 format. Bold text overlay using display font. Flavour background colours. Fast cuts, high energy music. UGC encouraged.

📸 Feed / Grid

Colourful, high energy. Alternating product shots and lifestyle content. Consistent colour treatment across flavour ranges. Bold crops.

🤙 Community (FLIPPY FAM)

Repost UGC with credit. Engage in comments with brand voice (direct, fun, Aussie). Celebrate the community. Make people feel like insiders.

📝 Caption Style

Short punchy sentences. Lead with the hook. End with CTA or hashtag. Maximum 3–4 lines before the hashtag stack. Match the energy of the image.

FLIPSIDE

Instagram

Feed 1:1

FLIPSIDE

TikTok

Video 9:16

FLIPSIDE

Facebook

Post 1.91:1

FLIPSIDE

Twitter/X

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