Brand creation for FWRD aims to challenge and transform the sports and energy drinks category.
Creative Strategy | Name Creation | Tone of Voice | Brand Identity | Brand World | Animation | Art Direction | Brand Strategy | Communications | Web design | Illustration | Packaging Design
We have positioned FWRD as an iconic challenger brand to standout against the major players in the sports and energy drink category. A drink to ‘fuel you better’, FWRD is a natural product that hydrates, boosts performance and aids recovery. With a projected 22m 19-44 year olds predicted to buy into the category by 2025, the timing couldn’t be better!
Inspired by the product’s multifunctional properties, we strategically positioned FWRD to widen its appeal beyond sports performance, increasing occasionality both as part of a fitness regime as well as a pick-me-up for daily life. Motivation, support, and inclusivity are FWRD’s brand ethos - encouraging consumers to challenge themselves, pushing beyond their comfort zone, to celebrate their own progression rather than unachievable goals.
Following an in-depth creative strategy phase of work, we created the FWRD brand name as a disemvowelment of the word FORWARD, inspired by our brand essence ‘Progress is Everything’. The resulting iconic branding and packaging design for FWRD celebrates its use of natural oceanic and plant-based ingredients without straying into hackneyed territories, and the tone of voice on the pack is simple, direct, and empowering.
The sharp, clean logo which covers most of the front of the pack leans forward at a dynamic angle and provides a window into a world of health-boosting minerals depicted by abstract swirling ocean algae – almost as if you are looking at the liquid inside. The D in FWRD utilises a play button icon to tap into the brand ethos of progress, and a series of other bespoke icons communicate the various benefits and attributes of the drink, providing a series of distinctive and recognisable assets for the wider brand world to use across communications, social media, website design, animation, and other digital and print touchpoints.
Our website design for FWRD is mobile first and uses various animation and other motion design techniques to create dynamism and interest - helping to steer people towards key FWRD social media channels, their main audience touchpoint.
“Having spent months trying to find the right marketing partners to execute our ideas we found the perfect branding agency aligned with our values, work ethic and personality in The Space Creative.
Not only have they delivered, they continue to exceed expectations and go above and beyond the call of duty in their planning, strategic thinking, design, branding and importantly - in transforming our ideas into powerful concepts and eventually outstanding and iconic packaging designs for our sports and energy drink disrupter brand, FWRD.
The team at the Space Creative have integrated into our business as members of the team, assuming the de facto role of Creative Director, and as we grow FWRD into a successful FMCG brand, they will continue to play an integral role as brand gatekeepers”
— Dustin Broadbery, FWRD