[Un]inventing a category.
Publicly traded pharmaceutical giant, Flex Pharma, approached BRIGADE in 2015 to help them bring a new product, HOTSHOT, to market. Targeting athletes, HOTSHOT, is a brand new product in a brand new category: a sports shot/drink that is scientifically proven to prevent and treat muscle cramps. With packaging and a brand book designed by the famous Michael Bierut of PENTAGRAM, they needed to apply their style to a prelaunch “teaser” look that they could use while beta testing during the lead-up to their June 2016 launch date. The teaser look would build off of the colors and feel of PENTAGRAM’s packaging so that the final product reveal would feel new but familiar.