Beverage manufacturer Frucor briefed SALTMINE DESIGN GROUP to create the visual identity and design a broad POS suite for its brand new and unashamedly manly sports drink – MAXIMUS.
The massive one litre ‘man-sized’ bottles, which contain 50% more electrolytes than the leading Australian isotonic sports drink, have the same RRP as its 600ml competitors, giving sports drink consumers more “more bottle for your bucks”.
SALTMINE was involved from the conception of this project, working with Frucor team to determine the brand identity, positioning and strategy for the new brand. The visual identity features the bold MAXIMUS logo, with three variant names that reinforce the brute strength of the brand.
To support the launch, SALTMINE designed an extensive point-of-sale suite including modular window decals and trade presentation boxes.
“The trade response from customers has been overwhelmingly positive,” enthused Frucor Brand Manager, Andrew Fenwick. “They recognised that MAXIMUS plugged a gap in the market, resulting in some fantastic planograms with a share of shelf that rivals the two leading sports drinks brands.”