We Them Fruits

Brand Identity, Package & Website Design

We Them Fruits aka ‘WTF’ is a new player in the highly competitive sports hydration category. WTF was created with the simple premise that lemonade is really the OG of sports drinks. The products are made with real fruit, never concentrated and no preservatives. Just a few simple ingredients for pure and natural hydration.

The brandmark is bold to disrupt at shelf and name defies convention with an attitude to get consumer attention. The black and white has an edge and sportiness any athlete would proudly hold while the burst of color signals flavor and works with the juice color showing through in the packaging. The overall clean design reinforces the purity of ingredients and the detail on the “f” has a softness to take the edge off the name and signal a fruit leaf.

The crown is a small, but essential brand detail that ties back to We Them Ones, a brand owned by WTF founder, ambassador, and well-known, professional basketball player Michael Beasley.