New Brand Launch, Naming, Logo Design, Positioning & Pack Design for F5 Isotonic in Sri Lanka

The Brief: New Brand Launch

Elephant House, the leading beverage company in Sri Lanka briefed us to create a new brand from the scratch for their new range of isotonic drinks. Task was to compete with international brands like Gatorade from Pepsi and 100 Plus from FnN on the domestic market.


Before jumping into naming and design exploration, we used the time for a market audit in Colombo. We not only went into in traditional and modern retail but as well observing the life style of the key audience of young male Sri Lankans.

Sport plays a big role in the life of those, whether watching or playing Cricket and Rugby. The masculinity was present in a physical appearance.

Naming & Design

We were looking for a great name for this new brand, something SHORT, CATCHY and with a MEANING to relate and remember. We came up with “F5”, the function button no.5 on your keyboard, what stands for REFRESHING (the screen) – a name once understood, never forgotten!

The design does not follow colorful and sweetish look of the competitors, uses a manly black theme and carbon structure together with neon variant colors, to create shelf impact, through maximum visibility. The short brand name was translated into a big and bold logo, not to overseen!

Brand Identity Beyond the Packaging

F5 launched in the highly competitive market, dominated by international power brands with big spending power.

We extracted the Brand Assets from the branding and packaging design, defined the imagery style and brand voice to complete the Brand Identity.

From there we translated the Brand identity into a Brand World making sure the brand communication at launch is used in the most consistent but creative way. Like this, F5 was able to gain recognition quickly across all relevant touchpoints at retail, out of home and digital/online and to engage with its audience at best.

The Result – New Brand Launch

The New Brand Launch of F5 achieved a 60% market share within the first 6 month after the launch and beat GATORADE and 100PLUS.

to follow the brand: check out their Facebook page here

Inspired? Would you like to discuss launching a new brand? Need help with brand naming or brand logo design? Or in need of a packaging design or bottle shape design that will help your brand get seen, get noticed and get sold? Get in touch here, to start a conversation today!

more articles