Brand Identity, Launch Campaign
Fast Twitch
A brand system and product launch designed for fast starts.
Fast Twitch – A new energy drink from Gatorade
Launching Fast Twitch required a new 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.
Designed for fast starts
Every element within the visual identity was designed to demonstrate fast, explosive starts inspired by athletic forms. Type, color and graphics were designed to establish visual connections between the angular, vibrant and unapologetic packaging design, as well as our athlete photography and brand communication needs.
The color pallet was optimized to create stand out moments both on shelf and in social feeds.
An ownable 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.
Photography featured iconic, explosive movement and competitive swagger while demonstrating the product in-use within the athletes.
An ownable and expressive look
Athlets who exuded Fast Twitch energy were brought together to let their hype and ability do the talking. Green highlights and light trails were captured in camera that accentuated the athletes movement and severed as a demonstration of Fast Twitch at work within the athletes themselves.
Launching with impact at Super Bowl LVII
In the week leading to Super Bowl LVII, Fast Twitch hosted a series of activations with help from a squad of pro athletes and influencers. The goal was to help fuel the growth Fast Twitch had experienced among the sports community and continue to expand the brand's reach on social.
Moving at the
speed of culture
With the help of Seattle Seahawks' wide receiver, DK Metcalf, social stunts were captured from the Super Bowl activation to go live at a later date. With sports fans stirring at the thought of his NBA All-Star Celebrity game appearance, the video of DK's jump was dropped and the commentary on his reality-defying athleticism became unavoidable. Social channels exploded with chatter, debating if the jump was real.
What do you think? Was his jump real or fake?
In the span of two weeks, this content earned an estimated 200MM+ views across platforms and 24B+ earned impressions. The NFL even requested that DK Metcalf submit to a drug test.
My role & contribution
For the launch of Fast Twitch, I was responsible for collaborating with the internal design team at Pepsi to help define the overall brand system for Fast Twitch. This included their type, photography, graphic and motion guidelines. I then collaborated with internal team members to ensure the design integrity was maintained throughout the production of the launch materials.
Creative
Steve Street - ECD
Kristina Kriisa - CD, Copy
Liz Agans - CD, Art
Pere Sauna - Art
Brandon Poole - Copy
Design
Cory Galster - GDD
Warren Teo - DD
An Vuong - Designer
Account
Lynn Tran
Justine Dacanay
Production
Brian White
Strategy
Ben X Trinh