Lance Collins reunited with Paula Grant and Flood Creative to create every aspect of the structural and visual identity of the recently launched BodyArmor® SuperDrinks™.

According to Paula, «Lance is not just a relentless innovator, he also is a true proponent of incorporating design thinking from day one of product ideation. To work closely with him is not just about creating imagery as a final launch step, rather, it is a constant discussion, visualization and creation of hypotheses and what ifs. Basically, it’s a dream partnership.»

«One major theme became clear in our research. Today we are all are over-scheduled and yet still we strive to be our best—everyday. So the matte black body icon was inspired by the brand’s formulation of nutraceuticals which help protect from within. And silver was added to reflect our personal strive for everday performance and well as the brand’s superfruit power. Last but certainly not least, some efficacious brands see fruit as frivolous, but we see taste as king. At the end of the day, there is no tolerance for that sort of compromise in the beverage space» says Grant.