Gatorade developed an advanced hydration formula for consumers who have a high level fitness program. This new product expanded Gatorade’s range and established a high ground for extreme performance sports drinks. The label needed to stand alone from the core range and communicate its advanced formula positioning. Black and silver helped convey a serious, premium look and feel. At point of purchase it was important to gain maximum standout and communicate the new benefits. The advanced hydration formula was reflected visually using black, silver and orange which signalled modernity, hi-tech and power.