Gatorade, Powerade, Accelerade, and several other high fructose-laden -ades litter our kidneys, plastic recycling bins, and roadsides. Rather than compete with their palettes of glow-in-the-dark Kool-Aid, why not a premium, all-natural sports drink where the only artificial colors are on the labels?
While we wanted the branding to sound semi-scientific and similar to Japan's Pocari Sweat, we only semi-succeeded in convincing the client. We also lost the fight for hyphens in terms like non-GMO and gluten-free, but somehow got extra exclamation points and a "+" in there.
Shotwell Digital and I created the branding, packaging, site, advertising, name, tagline ("Purity Meets Performance"), and all the rest of the collateral materials to launch this tasty new sports beverage. To your health.