Overview
Defiance Fuel creates optimized hydration products that fuel athletes. We rebuilt their brand identity, packaging, and website to better express their provocative spirit of boldness, goodness, and technical prowess. Their flagship product, Defiance Fuel, is a pH-balanced structured water that has been proven to hydrate faster and more thoroughly, resulting in a noticeable increase in athletic performance. We crafted an identity that can be seen in every shape, line, corner and angle, from the logo to the bottle.
Approach
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.
Bottle Design
Our solution to reshaping users expectation was to package it in an all-black, opaque bottle that would evoke the question: What's inside?
Fuel Guage
If we assume this water is a fuel for your body, fuel must be measured. We designed a long, thin window along the front of the bottle with indicators for Full, 1/2, and Empty. However, we flipped the full and empty indicators for the concept that they indicate the users' fuel level. When the water line is at the bottom of the bottle, the guage indicates user has a full tank.
