Blimey — Xanthe Kakaras

Live at the XK Intersection

Field Notes

Four ways I look at the world. Tap a circle.

EExperienceWhere you can find me

Yes, I'm a mermaid (see About). You'll always find me near water. Underwater is a whole other life, and it's my safe place.

CCreativityWhat inspires me

I'm always somewhere new, and my friends and family have stopped being surprised by where I turn up. You'll find me with a camera or on a walk, taking photos that challenge how I see the world and teach me to really look.

PPerspectiveWhat shifts my mindset

I've set a goal to meet at least one new person every week. Every person is a window onto how someone else sees the world, and you never know what you'll learn.

UUniverseCulture fun fact

In Paris I ate only steak tartare, escargot and frog legs for three days straight, every meal, to find the best one.

Status
Currently based
in New York, NY

Work
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Xanthe Kakaras
Art Direction + Design

Blimey!
Drink Packaging & Advertising

The energy drink that always comes back.

Overview
Blimey! is an Australian energy tea brand that combines native ingredients, cheeky storytelling, and wildlife conservation to create a bold alternative to synthetic energy drinks.

Energy drinks are widely available but often synthetic, hyper-masculine, and disconnected from environmental values. At the same time, tea brands lean toward calm wellness aesthetics that lack the boldness of energy drinks. The challenge was both social and visual: to create a drink that supports wildlife conservation while designing a brand that clearly communicates Australian culture, authenticity, and purpose.

Blimey! is positioned as a premium, mid-range energy drink made from native Australian tea ingredients that naturally regenerate after bushfires. The brand uses cheeky Aussie slang, playful storytelling, and iconic native animals to connect with active 18–35 year olds who want energy that reflects their lifestyle and values.

The project resulted in a complete brand system including canned drinks, energy shots, tea bags, advertising, a website, and a retail end-cap display, creating a cohesive identity that communicates energy, Australian culture, and environmental responsibility.

Scope
+ Brand Strategy & Positioning
+ Concept Development
+ Art Direction + Copywriting
+ Advertising +Packaging
+ Product SKU system

Brand Identity & Strategy

Blimey is defined by a cheeky, high-energy identity that draws from Australian lingo, humor, and cultural references. Through bold color, boomerang-inspired forms, and patterns influenced by the land and its cultural heritage, the brand creates an engaging system that connects energy, nature, and identity.

Boomerang Symbolism & Tea Ingredients

Rooted in the idea of return and renewal, the boomerang symbolizes the cycle of regrowth found in Australia’s landscapes. This concept is reflected in the use of fire-adaptive ingredients like lemon myrtle, eucalyptus, and wattleseed, which regenerate after fire, shaping the brand’s values of resilience, growth, and community.

Product SKU’s

The product system spans ready-to-drink cans, concentrated energy shots, and tea bags, offering varied ways to engage with the brand. While each format serves a different use case, the identity remains cohesive, balancing immediacy with a more grounded, routine-based experience.

Point of Purchase Dispplay (POP):
Supermarket Endcap

Blimey features a dedicated end cap display within Australian supermarkets such as Woolworths and Coles, using bold visuals and cheeky copy to capture attention. The display acts as a high-impact entry point, with the full product range extended in the main drinks aisle.

Advertisement Campaign

A playful, language-driven campaign that translates iconic Aussie phrases for a wider audience. Paired with bold imagery of Australian animals holding Blimey products, the campaign blends humor, culture, and energy into a distinctive and memorable system.

Tram Station Advertisement

Big Screen Advertisement at an Aussie Footy game.

Why not have a Blimey! Stadium? Perfect for going to watch the Aussie Footy!

Buzzfeed Advertisement

Flat of the Buzzfeed Advertisement

Flat of the Tram Station Advertisement

Full Network

Type

Client

Year

Greek Publication Design

Allou