The design concept of After Dark uses images of zombies and ghostly figures who aren't quite dead to promote the energy drink. This label plays with the idea that this energy drink will bring you back or at least give you that extra boost of energy to keep you going.
After Dark is directed towards college students who use energy drinks to pull them through late nights and long hours of studying on campus. The labels use colors of black, white and gray. Each flavor uses a different colored can to be distinguishable but still cohesive to the brand.
The typography used is in a Halloween-inspired text that is thick lettered and looks as if someone wrote it by hand while they were shaking. The ghoul-esque design is intriguing and promotes the idea of energy drinks as a life-saving tool for students.