Envisioning a sharp brand for a new hydration company to disrupt a competitive market.
FYT is a startup launching their first product and changing the way people think about hydration. Ideal for the casual yet active person, their protein-infused water gives people just the right amount of protein to support a healthy lifestyle.
Position a new protein-enriched hydration product as the new go-to protein supplement to an underserved market that balances nutrition, refreshment, wellness and flavor.
While sports nutrition tends to target athletes or the athletic spirit, a greater number of casual users have begun using these products as they become more aware of the associated health benefits in aiding an active lifestyle.
KINGSPOKE defined the competitive landscape, target audience and brand direction which subsequently informed the brand identity and product packaging.