ABOUT

Backed by Gatorade electrolyte science, Propel has been a hardworking brand for over 20 years. But it had big ambitions to become PepsiCo’s next billion dollar brand.

With the world of fitness dramatically changing, and the water category drowning in a sea of blue and expected semiotics, Propel needed distinctive assets to stand out.

The word “propel” cues movement, progression, and reaching the next level. Combined with its electrolyte science credentials, unlocking this insight gave us permission to reposition Propel as a fitness lifestyle brand with hydration at its core.

Designed in collaboration with PepsiCo Design & Innovation, we leaned into the space where tech meets fitness. Inspired by Propel’s literal meaning, we’ve crafted a dynamic new design language and set of key brand assets with absolute precision. Putting the iconic Gatorade lightning bolt (and brand USP) at its heart, our addition of “Fitness Water” to the re-crafted wordmark reinforces the new brand positioning.