Drenched in a red hue, electrolyte mix Superoot gets a simple yet effective identity from Wheelhouse

Superoot, an all-natural electrolyte mix, promises to banish the ‘afternoon slump.’ A perfect picker-upper, the drink is made from beetroot, ginger, turmeric and maca along with other handpicked roots and minerals, and it needed an identity that would capture its unique positioning in the market. The Florida-based design studio Wheelhouse was up for the challenge and opted for a minimalist, information-forward approach that sits well with the drink’s commitment to enhancing mental clarity.

There are a few things that stand out about the brand from the get-go – a confident use of type, a graphic system that allows for the information about the drink to be the first thing a customer sees, and an effective use of a bright red hue, derived from the colour of beetroot and the drink itself, that helps the product shine on the shelf. With the identity, the team aimed “for something that conveyed a sense of weight, longevity and balance,” says Co-founder & Chief Creative Officer Ambert Rodriguez.

Throughout the brand, Wheelhouse chose to use just one typeface – the National 2 family by Klim Type Foundry. Working seamlessly across the bold wordmark, the taglines and the nutritional information set in smaller font sizes, the typeface brings a certain timelessness to the identity. “While we considered many other typefaces, we ultimately stayed within the National 2 family,” adds Rodriguez. “We loved the combination of condensed and bold styles, which gave the brand a fresh feel.”

The packaging also builds on this idea of an uncomplicated, simple approach. “We analysed the competition in the electrolyte mix market and found that most packaging was too colourful and sporty. We aimed to position Superoot as a sophisticated alternative to an afternoon coffee, targeting a different time of day,” Rodriguez explains. “Given that the product is not your typical electrolyte drink – it’s fizzy and made from healthy ingredients – we drew inspiration from brands known for longevity and diverse product lines.” In doing so, Wheelhouse successfully landed at an identity and packaging that navigates the tropes of sports and energy drinks, while highlighting the one-of-a-kind recipe and idea at the heart of Superoot.