Flashlyte
Client
Flashlyte
Project
Naming, branding and packaging design (2023).
Credit
Teamwork developed by The Coca-Cola Company and For People.
Building a challenger brand in the hydration category.
CONTEXT - The hydration category is dominated by established players, with increasing demand from active consumers seeking functional performance and lifestyle alignment.
CHALLENGE - Create a new brand within The Coca-Cola Company portfolio that could:
• stand out in a saturated category
• resonate with a younger, high-energy audience
• deliver both functional and emotional value.
APPROACH - Led the development of a bold challenger brand, combining a distinctive VIS, a high-impact color and gradient language and a flexible design toolkit adaptable across touchpoint. The brand was designed to feel energetic, immediate, and culturally relevant—bridging performance and lifestyle.
OUTCOME - Reached annual profit targets ahead of forecast, becoming one of the most successful innovation cases in the LATAM portfolio and established a strong foundation for future brand expansion.
