Designed for fast starts

A new product launch and brand system

Launching Fast Twitch as new energy drink required a fresh approach for Gatorade, a brand that had become synonymous with the sideline on the field 
of play. 

This meant shifting focus away from the game, to the moments before the whistle, when the hype is through the roof and muscles are ready to ignite. If Gatorade owned the sideline, then Fast Twitch was going to own the warm-up area with a visual identity that stands out on shelf and in feed.

Before you start, win

The design foundation was all about fast starts. From establishing an adaptable and easy to implement brand system, to visualizing impactful visuals with fast, explosive dynamism.

Type, color, and graphics were crafted to establish visual connections between the angular, vibrant and unapologetic packaging design, athletic energy and cohesive, direct messaging.

Memorable, boldly simple and iconic. The Fast Twitch logo-mark mimic’s an explosive athletic stance that is ready to launch.

An own-able type system was developed for cohesive representation of the brand with energetic, oblique letterforms that speak to athletic movement.

Explosive and energetic graphics were inspired by the Fast Twitch packaging and chevron shapes to amp up the expressive look. The color pallet was optimized to create stand out moments both on shelf and in social feeds.

Photography featured iconic, explosive movement and competitive swagger while demonstrating the product in-use within the athletes.