Overdrive, launched in September by Brian Bordainick, is revolutionizing harm reduction with eye-catching drug testing kits for fentanyl and spiked drinks. Unlike traditional kits, Overdrive's industrial-inspired packaging resembles a cigarette carton, appealing to millennials and Gen Z during social events. The brand aims to demystify the dangers of fentanyl with initiatives like a YouTube documentary featuring Ryan Weaver, the creative director, discussing its messaging and his journey with drugs. Recognized as one of Fast Company's most innovative consumer goods companies, Overdrive merges safe practices with contemporary branding to engage a new generation.
"Overdrive is positioned to turn lifesaving drug testing into a more palatable experience through their innovative, eye-catching packaging and approach, appealing to a younger audience."
"The branding strategy hopes to destigmatize the act of drug testing, transforming it from a medically sterile obligation into a more engaging part of social outings."
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