Strategy, Design


Envisioning a sharp brand for a new hydration company to disrupt a competitive market.

- 01 -section one


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.

- 02 -section two


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.

- 03 -section three


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.

- 04 -section four


KINGSPOKE defined the competitive landscape, target audience and brand direction which subsequently informed the brand identity and product packaging.