In early 2020, an entrepreneurial team including AFL footballer Tom Phillips, were looking for a way they could give back to grassroots sporting associations and individuals from less fortunate backgrounds. Giving the next generation the opportunities they had growing up. They wanted to do this in a sustainable, intentionally different way and decided on developing a new kind of sports drink. Our challenge was to brand this new sports drink company, focussing on products with natural ingredients, low sugar, filled with vitamins and electrolytes, with innovative, sustainable packaging – and take on the big, well-known sugary sports drinks currently in the market.
A high performance, super hydrating sports drink required a high performance name, brand identity and packaging to fit… SUPERBOOST was born. The infinite loops of the brand icon take shape within the core of the word mark. SUPERBOOST towers up the front of pack, calling out to onlookers, with each skew dominating in its own shelf popping, flavour triggering palette.