Once Nelly’s premium Hip Hop energy drink Pimp Juice began to dominate the market, Fillmore Street Brewery asked Project 13 to help them extend the brand with a new, low-carb alternative.

Building on the Pimp Juice brand we created, we labeled the new drink “Tight” and developed the new “PJ Tight” logo. Maintaining the color scheme from the iconic Pimp Juice gold-and-silver packaging, but shifting the palette to emphasize the lighter, more pure silver, the new PJ Tight design conveys the lighter, more pure qualities of the beverage while upholding its street cred.

Now a cornerstone of the Pimp Juice family, which includes the original Pimp Juice and the exotic Pimp Juice Purple, PJ Tight is enjoying the success of its brethren, and helping consumers in Europe, Africa, Australia and North America stay energized and keep it tight.

"I felt like we had a cool product, and hooking up with those guys over at Project 13 was a blessing, they came up with some cool ideas we liked, and ran with it.
It was a perfect match."    – Nelly