Defiance Fuel Branding and Packaging
I was asked to brand a water specifically formulated for athletes for natural, rapid recovery. In other words something that's found the actual source of why athletes take a long time to get their “second wind." After collecting some incredible insights into what drives athletes, I developed the name and even more importantly a tagline that mirrored the aspirations and values of the athletic mindset, a detail too often overlooked by startups and brand in general. So I told the client we needed to ask actual athletes these questions, “Why do you do what they do as an athlete? What’s your goal? Your agenda?” so we could isolate the exact driving impulse that summarized their drive. After asking various questions, crystalizing their passion and narrowing it down to something in their language, It came down to two words, “Defy limitation.”
"Earth's 1st water formulated for athletic performance."