Postgame: Hard Seltzer for Fit People
Postgame is a company founded by fitness professionals that sells alcoholic protein seltzers. The product is marketed to people in the fitness community who enjoy social drinking but want to avoid the negative effects of alcohol in order to more easily adhere to their fitness routines. The all-in-one-can solution contains protein and electrolytes in order to counter these negative effects, making drinking a more enjoyable experience for fitness enthusiasts.
The core brand values are lifestyle, recovery, and balance. Postgame promotes the idea that everyone is an athlete, making this product suitable for anyone who wants to lead a healthier lifestyle but still benefit from social drinking. The language used leans heavily on the voice of the founder – a relatable, people-facing fitness and nutrition coach.
The brand identity is clean, bold, and minimalist. The primary colour of the brand is a vibrant blue, inspired by one of the two flavours that will be released on launch day: Blue Razz.
The logo uses Aktiv Grotesk as a foundation, but has been modified to suit the brand by adding a subtle shear and stroke. This simple sans-serif font emphasizes the icon in the logo while maintaining its own striking presence.
The product description uses Rubik Glitch. This is a distinguishable display font that mimics movement and quickness.
The Postgame brand highlights recovery as one of their core values. Too often, athletes neglect recovery in their fitness routines. While Postgame does not claim to be healthy, their formula strives to help athletes stay on track, even when they drink.
The dotted line which fills in counter-clockwise to form a lightning bolt suggests energy replenishment. The drink’s infusion of electrolytes and protein rehydrates the body and helps strained muscles recover, all while providing the buzz we know and enjoy.
