Sinister Razz was named the winner of the seventh annual Colored by INX Can Design Contest on 29 April, marking a significant milestone for the fast-growing energy drink brand.

Developed by El Jefe Energy and produced in collaboration with manufacturing partner, Can-One USA, the winning design combined bold creativity with precise colour execution. Using the INX Color Catalog as the foundation for colour selection, the team created a package that delivered exceptional shelf impact while maintaining colour consistency from concept through production.

“It was a huge moment for our team,” said Ryan Marsh, co-founder and CEO of El Jefe Energy. “We always believed packaging should feel just as powerful as the product itself, so being recognised by an industry leader was incredibly meaningful. It validated the creative risks we take as a brand, and showed that independent brands can compete at the highest creative level.”

Since launching El Jefe Energy in 2024, Marsh has grown the brand from an independent startup into an international energy drink company with distribution across the US, Canada, Australia, Chile, Mexico and the UK. Throughout that growth, packaging has remained central to the company’s identity with every new flavour designed to stand apart in a highly competitive beverage category.

“Our goal has always been to build El Jefe into a globally recognised energy brand while staying authentic to the culture and identity that made it stand out in the first place,” said Marsh. “Even though the brand has grown rapidly, we still carry that underground mentality and independent spirit. We were never built in a corporate boardroom.”

The award-winning Sinister Razz design reflects El Jefe’s commitment to creating packaging which attracts consumer attention.

“We wanted something darker, sharper, and more cinematic than a traditional raspberry flavour name. Sinister Razz captured the exact personality of the product immediately and became one of the strongest identities in the lineup.”

Transforming El Jefe’s creative vision into a finished package required close collaboration with manufacturing partner Can-One USA, the US division of global packaging manufacturer Can-One Berhad. The two companies have developed a working relationship focused on innovation, quality and creating cans that reflect the brand’s distinctive identity – an approach that helped produce this year’s winning design.

‘Can-One USA has been an incredible partner for us on the El Jefe line. We were introduced through industry connections during our early growth stages,” said Marsh.

“Winning this award reflects a strong partnership from start to finish,” said Nick Hanna, head of creative & branding at Can-One USA. “Working with the El Jefe team shows how closely our companies collaborate to bring a creative vision to life. This recognition highlights what’s possible when that level of coordination and alignment comes together.”

Colour management was one of the defining elements of the project. The Colored by INX Can Design Contest recognises excellence in metal decorating by celebrating creativity, print quality, and the effective use of the INX Color Catalog. Contest rules require entries to incorporate colours from the industry’s standardised colour system, which streamlines colour communication from design through production.

“We were able to sit down with Ryan Marsh and the designer to handpick and match the INX swatches to the original artwork. This allowed us to effectively and painlessly translate the artwork to the can without any inconsistencies,” Hanna said.

“The INX Color Catalog was extremely helpful throughout the colour selection and production process because it provided a standardised and reliable reference point for both our team and El Jefe Energy. Since the design relied heavily on bold, vibrant colours and strong shelf presence, the catalogue helped streamline communication and reduce guesswork during the approvals stage. Working from opposite sides of the country, it allowed for a much more seamless colour selection process and helped keep both teams aligned throughout production.”

When one of the desired colours fell outside the existing catalogue, Can-One USA worked directly with INX to develop a custom ink formulation that accurately matched the original artwork. This ensured the finished can faithfully reproduced El Jefe’s original vision while maintaining production consistency.

Marsh indicated the company remains committed to expanding the product portfolio with both core and limited edition flavors that will be reflected by unique design and packaging.

“Our intention is to make each can a work of art,” Marsh said. “Between Can-One USA and INX, we have been able to make that happen.”