Defiance Fuel

Defiance Fuel produces hydration products designed to enhance the performance of athletes. In 2019, we redesigned their brand from the ground up. We rethought everything from logo, packaging, web, brand voice, and art direction to reflect their bold, innovative and technically proficient spirit.

Their flagship product, Defiance Fuel, is a structured water that has been scientifically proven to hydrate faster and more efficiently, resulting in a significant improvement in athletic performance. We have meticulously designed the brand identity to be evident in every aspect of the design, from the logo to the bottle shape.

From the logo to the bottle shape, every element was designed to scream: high-performance fuel for athletes.

We started by laying the foundation of its identity, positioning, mission and voice so that we would design with intent to faithfully express the brand's core identity.

Through that process we learned that it was essential to expand users' expectation of water. Defiance Fuel promises that their water is different, its backed by science to hydrate better and replenish more thoroughly that users see gains in their athletic performance.

Once we understood who they are and what their product is, we started by first designing the bottle so that it would become the image of Defiance Fuel.