From our early meetings, Fornari said the company’s mission was to elevate society’s mental health and performance by educating and empowering consumers to take control of their own health. He’s also committed to donating a portion of the product’s profits to broader mental health initiatives like 
More than just a product, Bird Brain Energy drinks include supplements called Nootropics, which enhance memory and learning; improve brain health and function; and boost mood and motivation.
But, as a new company in an industry that has become very crowded, Bird Brain didn’t yet have an established brand or online presence. That meant Bird Brain had to look, sound, and feel different from first to last impression.
To break into the market and quickly establish itself in 2019, Fornari sought out Idea Marketing Group to design, develop and provide ongoing support for its first custom e-commerce website.
Bird Brain’s natural Nootropic health benefits highlighted focus, mental performance and improved cognition (the “brain” in Bird Brain) and the company itself supports broader mental health initiatives. But, the visual brand, the messaging, and the tone of voice are intentionally contradictory.
Online, all three elements—the positive health benefits, the charitable giveback, and the quirky, irreverent humor–had to play well together.
As a team, we mapped out the user flow throughout the entire website to make sure the customer journey provided an experience and not just an online shop. To do that, we used several graphic elements to create dynamic movement throughout the site.
On the homepage for example, the user’s eye is drawn first to a billboard explaining the scientific benefits of the drink, but then quickly to the Bird Brain mascot (“The Adventurer Bird”) who appears to be flying past (an effect created by the clouds in motion behind him). The bird is looking back over its shoulder towards the billboard, which draws the user’s attention back to it a second time for a deeper read-through. We created this experience to resonate with people who struggle to focus as they’re constantly bombarded with ads throughout the day.
As users scroll down the homepage, they’re introduced to a second Bird Brain mascot (“The Professor Owl”). His job is to deliver the science behind Nootropics on a whiteboard, referencing the experience young professionals have sitting in soul-sucking company meetings.
The homepage, which closes with vibrant images of the product, a clear “BUY NOW” button, and a list of organizations Bird Brain supports, provides an experience for the customer journey and the Bird Brain brand itself, which allows both to stand out in the energy drink space.
On deeper pages, the Bird Brain team leaned into its jarring tone of voice with bogus employee bio pages, attention-grabbing pop-up boxes and overtly blunt calls to action. By leveraging “Did they really just say that” copy that contradicts the drink’s serious health benefits and the company’s charitable side, Bird Brain allows customers to embrace a lighter, nonsensical tone while doing good for their health and others at the same time.
