Develop Brand Marque, Packaging and a Visual Identity System that delivers against the following:
• Create a challenger brand
• Express the dual functionality of the brand
• Deliver emotive cues for the target market
• Be an obvious alternative to category leader
• Push the category forward
It was important to develop a strong and unique identity that still stayed true to Powerade and its core principles but took it into ‘lifestyle energy’ and drove association away from an already established sports and fitness brand.
We needed to be bold and attack the category head on, which ultimately had a huge impact on the treatment and outcome.
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