Brief

Taut is the first (& currently only) clean sports drink – it contains no artificial preservatives, sweeteners, flavours or colours and it tastes great. It’s targeted at predominantly male consumers who at least take fitness seriously, if not regularly competing or amateur athletes. If they’re training hard why would they want to put anything into their bodies that wasn’t good for them? Taut is a serious sports drink.

Response

Taut product benefit is obviously a priority communication. However, these consumers are also into image. To communicate the product benefits alone would deliver functionally but would not build an emotional connection with the brand. Those who take their fitness seriously, wear the latest and best sports gear. We designed Taut to be a professional part of the kit, in the same way a pair of trainers might be. The design was developed referencing the language of sports kits – ergonomic shapes, monochromatic colours schemes with a zip of colour, digital type, a marriage of graphics and form.