Propel

Refreshing the WATER GAME for a key hydration player.

Propel-Header

BACKED BY THE SCIENCE of Gatorade, and featuring a similar level of electrolytes, Propel has earned its hydration stripes. Our task was to make its story relevant to a more active URBAN AUDIENCE, launch new product and kick up some wake in the sea-of-sameness water aisle.

The brief called for a balance of science and fitness. While core Gatorade leans heavily into sport, Propel embodies movement and an active lifestyle. For the identity and packaging, this translated into simple and elegant design with pops of dynamic (and flavor-cueing) color.

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We Brand Partnership

BUILDING A BRAND to create change.

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