CHARGE — Brand Concept

Challenge

The focus gum category is crowded with products that rely on functional claims, lifestyle clichés, or overly clinical branding. CHARGE needed a visual identity that immediately communicated energy, confidence, and momentum while feeling premium enough to compete on modern digital shelves.

Idea

Energy. Focus. Go.

The concept treats focus as movement rather than concentration. Every graphic element—from bold typography and angular compositions to kinetic motion and athletic photography—reinforces the feeling of acceleration.

Rather than telling people they’ll feel energized, the brand is designed to make them feel energized the moment they encounter it.

Visual Language

A bold, high-contrast design system built around oversized typography, dynamic geometric forms, clean white space, and vibrant product colors creates an instantly recognizable identity. Bright lifestyle photography captures moments of determination, speed, and achievement, while the colorful packaging becomes a hero element across every touchpoint.

Motion System

The motion language is driven by momentum. Type slides with purpose, products snap into frame, athletes move through fast cinematic cuts, and macro product moments add tactile detail. Every transition is quick, precise, and intentional—mirroring the instant boost associated with the product.

Photography

Instead of generic fitness imagery, the photography celebrates peak performance across multiple sports and disciplines. Powerful portraits, dynamic action, and vibrant outdoor environments create a feeling of optimism and forward motion while reflecting a diverse community of high performers.

Outcome

The result is a contemporary consumer brand that feels energetic, premium, and highly scalable. The identity extends seamlessly across packaging, social media, motion graphics, advertising, digital experiences, and retail—creating a cohesive brand system that is memorable both on shelf and on screen.

Treating focus as movement instead of concentration is a sharp reframe, most gum brands default to clinical or minty-clean visuals instead. The kinetic macro shots are doing a lot of the heavy lifting here. Was that photography direction locked in from the start, or did it come...

[DISCLAIMER]: I do not love being on the other side of the camera, but its something I am going to try and do more of. And its only right because I have an amazing team and I should be talking about all the great stuff we are creating. It also will help me sort through my thoughts in real time in how we approach working with clients. A pattern I keep seeing with B2B marketing teams is this... They come in asking for a launch video. One deliverable, one timeline, one brief. And when you dig into what they actually need that video to do, the list is long. It needs to work on the homepage. It needs to cut down for LinkedIn. It needs to run as paid. It needs to explain the product to someone five minutes into their research and also to someone ready to buy. That is not one video. That's five assets pretending to be one. Here are some thoughts on that.

I used to be a YouTuber Yet, I struggle when recording videos for work - my vlogger experience doesn't help. Your video looks very professional and on point, you did a great job for a first video