Gleukos

Gleukos is essentially a higher-end, healthier and more natural alternative to sports drinks like Gatorade and Powerade. Backed by years of intensive study by its inventor, Gleukos aims to give athletes a more effective and enjoyable product to aid with hydration and recovery without being sugary, syrupy, or hindering performance the way typical sports drinks do.

Gleukos’ brand is active and energetic, but also refined, elite and uncompromising. For their site I tried to show both sides; colorful and full of motion, but also sleek and intelligent.

The silver curves mirror the product packaging, and the halftone pattern found throughout their marketing materials is referenced in the yellow header area. The large amounts of whitespace, however, and the otherwise subtle color palette, convey a smarter, more mature product – less manic or severe, more intelligent, determined and enthusiastic.

Given that, at the time, Gleukos had no means of selling product through the website, the question of primary messaging was fairly simple; Explain what Gleukos is and why it’s different. Secondary objectives included allowing users to find places near them that carried Gleukos, and showcasing the small but growing community they’d spent so much time building.