fusion hydration

With a primary demographic of highly active and competitive athletes, our task was to create a brand identity for a product that would be hard to miss. Given the name “fusion,” we created a wordmark that included most of the letters literally fused together in a swirling script. As we moved through the process, we realized through plenty of exploration that the s and the i created what looked like a cyclist riding on their bike, and thus the primary graphic motif was born.

With four flavours, we needed to create distinctive products that still maintained a strong brand essence. So while the symbol would remain the same across all cans, the gradients would be starkly contrasted from each other to make for significantly easier recognition. Not only are they distinctive within the brand environment, they are also highly notable compared to the other brands within the energy and vitamin drink space.

Beyond the product itself, our goal has been to establish an identity that is aspirational. Living within the wellness sphere, fusion hydration promotes a healthy lifestyle in a way that feels exciting and fresh.