AthleSi targets athletic, wellness-driven consumers, especially women who seek a functional beer that strengthens bones, supports performance, and blends health with enjoyment.
ATHLESI
PROBLEMS
Beer, one of the world’s oldest and most popular drinks, is losing relevance with younger consumers. It’s often seen as outdated or overly complex, caught between traditional brands tied to old rituals and craft beers that feel confusing, leaving many young people disconnected from brands that don’t reflect their lifestyles.
SOLUTION/INSIGHT
AthleSi reimagines beer beyond social drinking, positioning it as part of a healthy, active lifestyle. It shifts the perception from indulgence to balance, supporting fitness, performance, and wellbeing, with a focus on athletes.
THE LOGOThe design is influenced by the movement of a tennis player, capturing the sport’s essence of precision, control, individual resilience, and longevity. The contrast between motion and clarity reflects the brand’s balance of performance and refinement, with a modern, confident presence.
AthleSi’s packaging evokes freshness, health, and indulgence through painterly, stippled illustrations that express sensuality, duality, and organic vitality, reflecting its role as a functional, alcohol-free beer alternative. Designed for retail settings like Holland & Barrett, it features clear, health-forward labelling that highlights low sugar and functional ingredients, and a modern aesthetic that suggests a beer-like experience without traditional alcohol cues.
PACKAGING
Driven by curiosity and built on purpose, this is where bold thinking meets thoughtful execution. Let’s create something meaningful together.
COLOR PALETTE
LIGHT BONE WHITE
Representing the color of the human bone
Beer color
TRUE AZURE
AMBER GLOW
Focus & Precision | Professionalism & Trust | Cool & Athletic Energy
BRAND ACTIVATION - “Play. Show up. Unlock!”
AthleSi integrates a QR code on its packaging that links users to nearby sports matches and facilities. Participation unlocks
rewards such as a 3-month discount to encourage ongoing engagement. This approach promotes move-ment, builds community, and connects purchase to active participation, aligning with a health-focused, social lifestyle.
