Frucor Suntory Australia
The result was Maximus: a completely new and unashamedly manly brand. The core of the brand is about keeping things simple and telling it like it is, which is reflected in the bold but simple visual identity. Core to the pack design is the shield shaped brand mark – symbolic of gladiators and brute, manly strength through the ages.
Frucor wanted to launch a challenger brand into the Australian Sports Drink market. Previously dominated by two brands that had 98% share of the market, they called on us to help determine the brand positioning and strategy for a new and exciting brand to shake things up.