Blue collar energy beverage in an oilcan

"Rivet" is a new energy beverage aimed at blue-collar workers rather than, say, hackers or party kids (slogan: "energy that works.") Its manufacturer has packaged it in a faux-distressed oil-can-esque vessel with a rivetty lid. Designed A student project by Stephen Bamford.



  1. That reminds me. I’ve got people dropping in for cocktails later and I’m out of acetone.

  2. I could easily be wrong, but when I look at this, I see something that looks as it would appeal most to the aspirational sorts who wear $300 leather boots and roast their own coffee beans and have interesting facial hair — rather than proles.

    1. 100% correct. Seems it’s also geared towards folks who have “amazing kitchens” yet never cook.

    2. Actually if you in asphalt, construction, outside plant electrical, or other outdoor fields a good $300 pair of boots isn’t a bad investment. It’s more convenient to buy one $300 pair than 3 $100 pairs of boots that wear out over the same time period. The sturdier pairs of Asolo, Red Wing, or Danner boots will last ($200-$300).

      The lowest I would go for a work boot would be Weinbrenner-Thorogoods (around $150).

    3. I concur wholeheartedly…with jaytkay too.

      and anon is right too
      “Blue collar? Seems more likely to be aimed at graphic designers”

      I don’t think it IS geared to blue collar America. I think it supposed to be for the gainfully unemployed, or private school high school kids.

      I mean, if you are gearing towards middle America, make it 10 cents cheaper than Red Bull, design concept be damned. Although, that packaging suggests it is going to be multiple times the price of Red Bull.

      1. “10 cents cheaper than Red Bull” is right. The guys I worked with drank a lot of energy drinks (but even more Mountain Dew and Dr. Pepper). Price being equal, I think they would probably avoid this packaging. They didn’t drink much coffee.

        As a design project, I would give the student good marks. This is what design school is about. It’s a good, albeit misguided effort. That can be the feedback at the critique.

  3. This was purely a student project, yeah. And no marketer would approve it, I suspect: It’s terrible product aiming. People working in blue collar jobs do not, I suspect, wish to be marketed down to or pigeon holed by that identity. They may well be proud of their blue collar identity, mind, but this kind of packaging would feel condescending there.

    1. “And no marketer would approve it, I suspect: It’s terrible product aiming. People working in blue collar jobs do not, I suspect, wish to be marketed down to or pigeon holed by that identity. They may well be proud of their blue collar identity, mind, but this kind of packaging would feel condescending there.”

      Your assumption about the target market might not be accurate. People with money to burn and no calluses on their hands might like to play the role of gritty blue-collar workers, or might enjoy this parody of blue-collar.

  4. Its so gimicky and choc full of faux-cred it will appeal to more hipsters than actual blue-collar workers.

  5. Looks like a design concept to me, rather than a product, though ICWBW.

    aimed at blue-collar workers rather than, say, hackers or party kids

    Which is why they went for such cheap bespoke packaging instead of those expensive standard beverage cans.

  6. Well, it’s definitely a better idea than an industrial solvent packaged to look like a refreshing beverage.

  7. There’s nothin’ Archie Bunker don’t like better than gettin’ his energy beverage from a faux-distressed oil can. That’s real heartland ‘merica there, I tell you what.

  8. I think the blue collar workers around here will probably stick with their large extra extra hot coffees at Dunks’.

  9. Lemmie guess….caffeine, vitamin B, and loads of sugar? Lame.

    How about an energy drink that contains omega-3, blueberry extracts, amino acids, green tea extracts, and a handful of nootropics. Is that too much to ask?

  10. Right… Joe six pack is gonna drink that? If it is a real product, it is clearly aimed at Hipsters. To say it is aimed at blue collar is missing the meta-marketing.

  11. Oh, I guess that sounds like “extra extra hot” to those who are not familliar with ordering coffee in Dunkin’ Donuts. “Extra extra” means extra light, extra sugar. Back before iced coffee got so popular you didn’t even have to say ‘hot.’ I miss when you could just order a “medium regular” and not have to spell out how you wanted it. “Regular” used to mean “cream and sugar” but now it means “unflavored caffinated coffee…”

    Its actually easier for me to go into the swank chocolate shop up the street and order a latte.

  12. I personally love the packaging. Maybe I’m more hipster than I think, or maybe everyone else is just way to irate about the energy drink concept.

    Lighten up people. Its effectively art. If you can’t appreciate it, you don’t need to comment.

    1. This is terrible design. Sorry. I’m an artist and a designer, I am formally trained with the ability to “appreciate” art and I can tell you, as a professional, that this is a fail. Even if it’s only a student project. Also, I can tell from some of the pixels.

        1. Not telling anyone what their opinions are or should be. You are entitled to your opinions, even if they are outrageously wrong. Like this project.

          1. LOL, really? I’m not implying anything, I’m saying it loud and clear: opinions can be and most often are wrong. Including yours apparently.

    2. Well, I think it looks cool too! But it just didn’t seem like something that would accomplish what Cory implied it had set out to do.

      This would also be a fun design for a brand of vodka.

  13. My grandfather had a toolbox, which, as a child, I rooted through. This can reminds me of the ancient container of after shave he kept in there (I guess he used this as a deodorant).

    Just as I’d be unlikely to use that substance after all these decades, so also I would not drink whatever’s in this “Rivet” can. Maybe the container could be redesigned a bit to position it as a cologne bottle, but definitely not a beverage container.

  14. Even assuming blue collar types DID want to drink this, wouldn’t the packaging costs for this kind of fanciness drive the product right out of their price range anyway?

    1. Have you ever looked into the raw costs of manufacturing practically any canned/bottled drink? Because unless it’s milk or juice, the cost for the actual product is laughable. It’s all 100% marketing. So in the case of something like this, if it were manufactured, outside of the initial push to get basic brand recognition the can will market itself. Thus instead of higher traditional advertising costs, the cost of manufacturing then gets justified as part of advertising.

      Making those old-timey Coca-Cola bottles is a tad pricey, but sell them right next to a rack of bland cans and one feeds off of the other.

      Still, this would make a much better booze bottle. The world of liquor already has a novelty bottle precedent so this fits into that mindset.

    2. I dunno, this blue collar worker made 70k in six months in an area that’s not the bay area. I think I could afford the extra packaging costs. Not that I would. Blue collar humans remarkably like regular humans. Save the sweeping generalizations of the steel toe set and I’ll spare you mine of the penny loafer set.

  15. What the h are they talking about? All of the contractors I have run across seem happy to drink all manner of crappy energy drinks that are already out there.

  16. I would fail the art student: s/he obviously doesn’t know the difference between a nut and a rivet.

  17. Notwithstanding the conflict between rivet, screw and nut, it is an attractive…object?
    But as an answer to a hypothetical design brief of ‘energy drink packaging to appeal to the ‘blue-collar’ consumer’ this is just a ridiculous failure.
    It betrays an incredible lack of insight or understanding on the part of the designer. Could they really be so clueless?

  18. Such packaging would seem insulting to most blue collar workers. Someone mentioned it’s just a student design, which is exactly what it looks like. I can see the student’s logic here, and they did a good job with the idea they had. But it’s aggressively unmarketable.

    Blue collar people are usually very practical. They value function far more than form. So that means no special cans for their drinks and no marketing aimed squarely at the kind of job they have. That would be no different than offering a penis-shaped bottle and marketing it to athletic gay men.

    Oh wait, we have that. It’s called Gatorade.

    1. Blue collar people are usually very practical. They value function far more than form.

      Ahahahahahaha! Whom do you think is the target market for bling? The aristocracy?

  19. to appeal to most of the working stiffs i know, it would have 80s-style graphic design featuring a 40s-style pinup of Sarah Palin with tard-spewing private parts covered by belts of machine gun ammo and fully automatic firearms.

  20. Nothing pushes product like assuming that your market wants to be seen drinking from dirty, beat-to-hell garage cans.

    A better project would be aimed at white collar workers. It would be an energy drink inside of a gold-leafed Pottery Barn trashcan.

  21. Considering it’s an energy drink, wouldn’t Revit be a catchier (and more accurate) brand name than Rivet?

  22. This reminds me of Rohol
    It was a Jaeger-like liqueur marketed on the idea that people would buy it for dare-based challenges for their drinking buddies.
    The name, Rohol, apparently means “crude oil” in German.
    I especially enjoyed these ads they had for them,
    which I saw in Communication Arts many years ago.

    1. All of my Gothic and Industrial friends drank Rohol because it tasted just like Jagermeister but was much, much cheaper.

  23. “Rivet” is an imaginary energy beverage aimed at idealized and abstract blue-collar workers


    Seriously, I hate to sound trollish, but this post borders on insulting. It’s deceptive to treat it as anything other than the brainfart of a design student, whether you like the design or not.

  24. I think I’m going to design “Steam”. Packaged in copper boiler with brass gears hot glued on the side. Collect 23 gears and win a pair of goggles. You know, for kids!

  25. I agree it’s misguided, but marketing energy drinks specifically to blue-collar types isn’t a bad idea. I mean, they drink a lot of them – they’re probably the primary market as it is, despite all the advertising going towards the extreme sports crowd (extreme sports wannabes, anyway).

    In Thailand (where Red Bull came from originally!) energy drinks are insanely popular with blue-collar workers, and are marketed directly to them. They come in small glass bottles with cool packaging – despite how that sounds, there’s nothing hipsterish about them. If you spend any time in or near a 7-11 there, you’ll see endless streams of dirty looking people on break from construction work buying just energy drink bottles (and maybe cigarettes). TV commercials for the drinks extensively feature dirty construction workers and so on.

    Why, in the US, is all the marketing for energy drinks focused on extreme sports and crap like that? Even if I were interested in energy drinks, which I’m not, I wouldn’t buy them because I’d be embarrassed to be seen with them. I’m sure blue-collar types feel the same way.

    By the way, the other major market for energy drinks in Thailand is students. There are over-priced drinks that I believe are essentially the same thing as “5-hour-energy” extremely heavily marketed, all featuring high-school students, implying that the drink will make you smarter. I believe white-collar workers just stick with tea or coffee.

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