truefuels

truefuels wasn't built in a boardroom. It was built on the bike, in the pool and on the track, by two-time Olympic triathlon champion Alistair Brownlee. Our job was to make the brand as honest as the formulas inside it.

We rebuilt truefuels from its core. A new strategy moved it out of the supplement aisle and into human performance physiology. We gave it a voice rooted in science but never cold. And we gave it a claim that asks more of athletes than any slogan could: Go True.

This was never about shouting louder in a loud category. It was about proving it, one honest effort at a time.

Go True became the brand's north star. It's a call to action, not a tagline: two words asking athletes to trust their real selves, and their fuel.

Two campaigns, one truth. Give a Sweat launched our electrolytes with a promise: you give a sweat, we fuel you back. True Control introduced CoreCtrl, fuel for the body's cooling system, teased with ice, blur and one word: control. It launched live on a 30 km Long Run Sunday. On social, we blended soul with science: real athletes, real sweat, the whole journey.

WHAT WE DID

Project Scope
STRATEGY, BRAND PLATFORM, POSITIONING, VERBAL IDENTITY, CAMPAIGNS, CREATIVE DIRECTION, COPYWRITING, GRAPHIC DESIGN
& SOCIAL MEDIA.

FOR WHO

Client
truefuels

Insightfully local 
with a global approach.

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