An energy drink company, redesigned

Little dose? Small dose? And for which sports does it work best? We worked on the most suitable brand and value proposition for XTRACT, a novel energy-drink proposition.

A revolutionary, organic molecule was looking for a marketing proposition, and for the appropriate venture and brand to appropriately encapsulate it. As part of a team at Bundl, a corporate venture studio, I helped identify the audience, brand, and propositions that could make the best use of the recently discovered energetic properties of the molecule.

We were approached by a large corporation, looking for a strong commercial proposition for an energy drink. The novelty resided in an organic molecule they discovered, that was able to stimulate significant mitochondrial energy in a natural way. Together with a team at Bundl, a corporate venture studio, we developed an innovative methodology inspired by "Lean Branding": we developed a number of brand and proposition variations, and tested them across a number of selected audiences.

Three of the six brand variants we developed for XTRACT, to help the client define the best brand&audience combo for the energy drink they were trying to market.

The Lean Branding led us to select a specific audience and value proposition for the brand — a science-backed, organic, fruity energy shot, for ambitious athletes, runners, and bikers. While further validation followed, this core proposition created the backbone of the venture, and informed all following designs.

The Instagram feed and home page design for XTRACT, following the Lean Branding track.

The brand went through additional validation, with a number of advertisement campaigns and visuals that helped further fine-tuning the proposition. In particular, we worked on the conundrum of scientificity of XTRACT, and the naturality of its origin.

Zooming into the imagery and visual language of XTRACT.

The venture, still supported by both Bundl and the original corporation that approached us, has now changed its name into OLEUS, while preserving the original scientific look and feel, and the ambitious sport-enhancing value proposition.