Odyssey Functional Energy rebrand brings new packaging and flavor lineup

New year, new you: Energy drink maker Odyssey Elixir has rebranded as Odyssey Functional Energy as it seeks to dominate the better-for-you energy drink category. The company rolled out redesigned cans, an updated digital footprint, and refreshed visuals as part of the rebrand. Since its founding in 2022, Odyssey Functional Energy has targeted consumers who want clean energy and recognizable ingredients.

The updated branding centers on a new vertical can design featuring a simplified layout, vertical logo, and bright, fruit-inspired colors. For easy shelf navigation, lids are color-coded by caffeine level: black for 222mg SKUs and silver for 85mg SKUs.

The refreshed portfolio features 10 fruit-forward flavors, available in two caffeine levels. The 222 mg line includes Pineapple Mango, Blue Raspberry, Pink Lemonade and Strawberry Watermelon. The 85 mg line includes Dragon Fruit Lemonade, Tropical Breeze, Passion Fruit Guava, Blackberry Lemonade, Classic Cola and Mandarin Orange.

All Odyssey beverages use a proprietary blend of functional ingredients, including organic lion’s mane, organic cordyceps, green tea caffeine, Panax ginseng and L-theanine. The proprietary blend is said to support focus, endurance and sustained energy. In addition, the drinks are made with fruit juice and do not contain added sugar. The non-GMO, vegan, gluten-free and kosher beverages do not contain taurine, artificial sweeteners or high fructose corn syrup.

Odyssey has also relaunched its website. The site allows shoppers to browse by flavor, function and energy level.

According to Scott Frohman, founder and CEO, the rebrand is in response to evolving expectations in the functional energy market. He describes the company’s strategy as focused on innovation, cultural relevance and large-scale distribution to compete with other energy brands.