Not gonna lie. Most functional beverages look like punishment.
Murky greens, clinical type, ingredient lists that read like a chemistry paper. The category had convinced itself that good for you and good to look at couldn’t coexist.
NGL came in to prove that wrong and asked us to build the brand world that backed it up.
We partnered with NGL Drinks on packaging, website, e-commerce, and social. The brief was simple. Build a digital presence that educates, entertains, and energizes. Across reels, carousels, stories, and every surface in between.
A functional beverage you’d actually want to be seen drinking.
Functional drinks in India are stuck between two bad options. Looks like medicine and loses the customer. Look like a juice and lose the credibility.
NGL needed a third lane. Credible enough that the customer trusts the function. Designed enough that they reach for it without being told to.
So we built the brand around clarity, energy, and a quiet sense of humour. The kind of design that earns the click because the can actually looks like it knows what it’s doing.
We designed NGL’s packaging with both placements in mind. Online thumbnail and
in-store shelf. Same logic, different battles.
A pack has to win the thumbnail in a search grid, then hold its own next to ten louder competitors on a shelf. Most brands optimise for one and lose the other. We designed NGL to do both.
Clean hierarchy. Bold typography. Function communicated up front, never buried in small print. A colour and variant system that lets every future SKU plug in without breaking the family.
Stack the range together and they look like a brand. Pull one out and it still reads as NGL.
NGL’s social was strategised around two things the brand was already great at. Fun. Knowledge.
A lot of functional brands pick one or the other. They either lecture the customer about ingredients, or they post memes hoping engagement equals trust. Neither works for long.
We built NGL’s social to do both at once. A fun, slightly sarcastic voice that knows what it’s talking about. Carousels that teach without being preachy. Reels that entertain without being empty. Stories that work even when the source content is imperfect.
The result is a feed that actually sounds like the brand name on the can. Honest. A little cheeky. Confident without trying too hard.
A D2C beverage website has one job. Get the customer from curiosity to checkout without losing them on the way.
We approached NGL’s website and e-commerce with that frame from the first wireframe. Product pages built around the questions a functional-drink shopper is actually asking. What does it do? What’s in it? Why should I trust it?
The same logic ran through every banner, landing page, and campaign asset. One hook. One idea. One reason to click. No clutter. No drama. No twelve-step founder story between the customer and the buy button.
We’re a design and marketing agency built for D2C. Packaging, website design, e-commerce design, Meta ad creative, Amazon design, and social media. All under one roof. One voice across every touchpoint.
For a fast-moving brand with a sharp point of view, that single-roof model matters. Every asset has to land in-character. The minute it stops, the brand starts to feel like someone else.
NGL is what happens when a functional beverage finally stops pretending it has to look boring to be taken seriously.
Honest can. Honest brand. Honest design.
Not gonna lie. That’s the whole point.
Studio OkCaramel is a startup digital agency of design, development and marketing that works friendly with global clientele
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