PROPEL

Backed by Gatorade electrolyte science, Propel has been a hardworking brand for over 20 years, propelling exercisers to go further in their workouts. But the world of fitness has changed dramatically. In a category drowning in a sea of blue and expected semiotics, the brand needed distinctive assets to stand out.

The word “propel” cues movement, progression, and reaching the next level. Combined with the brand’s electrolyte science credentials, unlocking this insight gave us permission to reposition Propel as a fitness lifestyle brand with hydration at its core. To dial up this scientific equity, we leaned into the space where tech meets fitness to set the foundation for our design strategy.

Inspired by Propel’s literal meaning, our dynamic new design language has been crafted with absolute precision.

Designed in collaboration with PepsiCo Design & Innovation, we’ve put the iconic Gatorade lightning bolt (and brand USP) at its heart.

Adding “Fitness Water” to our re-crafted wordmark reinforces the new brand positioning. This sits inside a new athletic tape-inspired graphic asset, which is woven throughout the brand world.

With packaging as Propel’s primary touchpoint, we have overhauled the entire portfolio. Optimizing pack architecture and messaging hierarchy, we have balanced masterbrand consistency with shelf disruption.

Our new visual identity system is set out in a brand book and includes everything you’d expect – key brand assets, a reinvigorated color palette, and clean, precise typography.

To complement Propel’s bold new graphic language, we’ve introduced an aspirational “You Earned It” photography style that captures the moment – and joy – in sweating.

Using real fitness enthusiasts for authenticity, our lifestyle and product photoshoot builds a genuine connection with the brand’s fitness-oriented audience.

Hardworking design for hardworking hydration, our 360 brand experience extends across physical and digital touchpoints, including POS and a website redesign.

Disrupting the hydration category and elevating the brand, our dynamic, iconic, and completely ownable new design system proudly communicates Propel’s point of difference as the only water that works harder to propel your body and mind.