As I began brainstorming brands of which I am a follower of, I landed on Body Armor, an electrolyte drink for athletes and those in fitness. From there, I took that brand, their products and reputation, and created a competing brand that would blown them out of the water. With the goal in mind to not only compete, but dominate, in the realm of sports drinks, I developed a branding for products that not only attract the eyes of athletes, but also a campaign that meets the expectations of earth conservationists.