Blacktop approached us looking to build a brand that speaks to the next generation of athlete; the millenial truly invested in their health and fitness, who recognizes that a better quality sports drink will result in a better quality workout. The tone and overall focus of the Blacktop brand goes beyond the beverage, to capture and represent an aspirational lifestyle. The condensed, slender type treatment and overall clean design stands out amongst competitors in the “sports drink” category, and helps to convey a lighter, more premium product.