El Jefe Energy can design achieves top spot in INX competition

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El Jefe Energy has won the latest edition of the Colored by INX Can Design Contest, with its “Sinister Razz” coming out on top after combined scoring from judges and online voting.

The design was forwarded through manufacturing partner Can-One USA, an aluminium can producer, and stood out for its darker visual style and artwork-heavy approach, which the company said was meant to move away from more generic energy drink packaging.

According to INX, this year’s competition drew a much larger number of entries than usual, with participation nearly doubling compared to previous editions.

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Jeanie Morris, who oversees the contest, said the increased participation brought a wider mix of creative styles and stronger overall competition.

Launched in 2024, El Jefe Energy has built much of its branding around illustrated can artwork. The winning “Sinister Razz” design features strong contrast, floral elements and a central character intended to give the product a more premium and distinctive identity.

Nick Hanna said the team wanted the packaging to feel more like collectible artwork than standard beverage branding.

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“Our goal was to break away from that completely and create something striking, intentional, and beautiful,” he said.

The design process also involved the use of five colors selected from the INX metal color catalog, which contestants were required to use as part of the competition guidelines.

Can-One USA, which operates a large production facility in New Hampshire, manufactures billions of aluminium beverage cans annually and supplies brands across the region.

The winners are expected to receive engraved trophies next month and will also be featured in a future edition of Color Perfection Magazine.

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