El Jefe Energy wins Colored by INX Can Design Contest

When El Jefe Energy – Sinister Razz was named the winner of the seventh annual Colored by INX Can Design Contest on April 29, it marked 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 combines bold creativity with precise color execution. Using the INX Color Catalog as the foundation for color selection, the team created a package that delivered exceptional shelf impact while maintaining color consistency from concept through production.

“It was a huge moment for our team,” says 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 recognized 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.”

A Brand Built on Distinctive Packaging

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 United States, Canada, Australia, Chile, Mexico, and the United Kingdom. Throughout that growth, packaging has remained central to the company’s identity with every new flavor designed to stand apart in a highly competitive beverage category.

“Our goal has always been to build El Jefe into a globally recognized energy brand while staying authentic to the culture and identity that made it stand out in the first place,” adds 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 flavor name. Sinister Razz captured the exact personality of the product immediately and became one of the strongest identities in the lineup.”

Bringing Award-Winning Can Designs to Life through Collaboration

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,” says Marsh.

“Winning this award reflects a strong partnership from start to finish,” comments 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.”

How the INX Color Catalog Streamlines Color Communication

Color management was one of the defining elements of the project. The Colored by INX Can Design Contest recognizes excellence in metal decorating by celebrating creativity, print quality, and the effective use of the INX Color Catalog. Contest rules require entries to incorporate colors from the industry’s standardized color system, which streamlines color 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 explains.

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

When one of the desired colors fell outside the existing catalog, 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 says 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 adds. “Between Can-One USA and INX, we have been able to make that happen.”