The process of visualizing "energy" was an extensive one. We went through so many iterations with the visual FX team to create something that was inspired by the product, while also feeling real and tangible.
The introduction of the color yellow was something entirely new for the Propel brand identity. We wanted to invoke feelings of positivity and electricity into the work. Paired with a new, sportier typeface and updated photography, we completely overhauled the brand to give it a much more modern look.
When you work with PepsiCo, product is king. They want it large and in charge pretty much all time. This work embraced that product-first mentality by putting the bottle front and center in the work.
Agency: Mono Role: Creative Director / Art Director Designer: Jarrod Riddle Copywriter: Gil Muinos
