Creative Director/Design Director:
Sera Lee, Hoang Truong, Ben Clark
3d Artist: David Mcleod
Propel came to us with a problem. People didn’t know that their flavored water had the same amount of electrolytes as Gatorade, the famous athletic beverage from their PepsiCo Family.
They needed a visual identity that illustrated that they were more than “plain water”. A visual representation that could flex for years and be used in multiple campaigns and diverse activations. We needed something simple, so we focus on the clearest representation of water: a drop. How could a drop full of electrolytes look?
We created fluid active drops that had a slightly metallic sheen. They were transparent like water, but they cast the color of the background that represented the diverse flavors.