Saltmine Design Group

Saltmine Design Group

Saltmine Design Group

Saltmine Design Group

Saltmine Design Group

MAXIMUS – GIVES you MORE

“Our goal was to sell 7.5 million drinks over two years. We knew there was an opportunity to appeal to guys who live an active lifestyle, but are not ‘work out obsessives’, want the fuel (and more) of a hydration drink that reflects their no nonsense masculinity, without all the scientific bullshit. So we invented Maximus.”

Mark Wiedermann
Marketing Director
Frucor Beverages

Frucor wanted to launch a challenger brand into the Australian Sports Drink market. Previously dominated by two brands that had 98% share of the market, they called on us to help determine the brand positioning and strategy for a new and exciting brand to shake things up.

The result was Maximus: a completely new and unashamedly manly brand. The core of the brand is about keeping things simple and telling it like it is, which is reflected in the bold but simple visual identity. Core to the pack design is the shield shaped brand mark – symbolic of gladiators and brute, manly strength through the ages.

Flavours are simply named Blue, Red, Orange and Green.

Following the 2013 launch, Maximus has disrupted the category and forged a 24% share in Impulse. We have continued to support the brand through numerous activity including packaging design (including limited editions), point of sale, consumer promotions, out of home media and other various activations.