Powerade is one of the leading sports beverages in the market.
Its positioning is centered around the inner strength that sporty people rely on to overcome their limits and their need to succeed. The brand also centers around the contrast between obstacles/pressure and the inner drive that keeps someone balanced/confident. We were tasked with translating these brand values and emotions into sounds.
To create Powerade’s Sonic Logo, we used a heavy and deep bang to denote power and force, a sharp sound that evokes the pressure of high performance, and a soft “inner voice” saying “Powerade.” All told, it’s a memorable mantra of concentration, struggle and success.
This new Sonic Logo provided consistency to Powerade across every contact point: TV, social media, radio, events and podcasts.