0.0 beer with electrolytes, for the toast at the end.
A 0.0 beer with electrolytes for runners sounds like open space. It is not: five brands are already standing there, and one of them has been for twenty-five years.
“100% Performance. 100% Regeneration.” Isotonic, with B9 and B12, present at European marathon finish lines for two decades.
Recovery Lager 0.0 with real electrolytes and +370 mg/kg of polyphenols. Exactly the product we wanted to launch.
A direct bet on the social side of running, but with no functional credibility behind the product.
All five competitors were fighting over the same territory: . Recovery, inflammation, hydration, antioxidants. Crowded ground, hard to defend and legally risky.
Nobody was fighting for the other one. They all spoke to a lone runner staring at a watch, which is exactly what running stopped being: club membership grew 59% and 72% of Gen Z join to socialise, not to train.
The tension
The bar had a beer at the end of the night.The running club has nothing at the end of the run.
Saturday, 8:40. Twelve people have just run fifteen kilometres together and are standing on the pavement with no wish to leave. The best moment of the week. And there is nothing to raise: you do not toast with water, nobody ever clinked two sports drinks, coffee makes you go inside, and real beer mortgages your Sunday.
One name that is three things at once, and all three draw the same shape.
The lap that ends where it started. A GPS route that closes on itself.
The one somebody buys and closes. The oldest social act there is around a drink.
The ones still standing around after the run. The real shape of the moment the brand wants to own.
Every roundcomes full circle.
Creative platform
A single graphic element: one continuous line that traces a route and closes, with a solid dot where it closes. It is the start and it is the finish, and they are the same point.
The stroke is not fixed. Any running club can upload the GPX of its usual route and get its own limited edition, with that route printed and the club name beneath it.
The identity becomes infinitely extensible without losing consistency, every edition brings its own guaranteed community of buyers, and the can turns into an object of belonging. Distribution, content and merchandise solved by a single design decision.
The sports category looks like neon and gradients. Craft 0.0 looks like maximalist illustration. Three colours, no more: chromatic discipline is what makes it look expensive without spending on production.
Two families. A wide grotesque for the voice, a monospace for the facts. All the product science enters the brand through the type, not through the copy.
“Recovery” and “hydration” are regulated claims that can hold up a launch. A number set in mono reads as a measurement, not as an advertising promise. The brand does not promise the benefit: More credible, cheaper, and legally untouchable.
Slim 355 ml can, matte finish. The stroke sits in the centre; the data goes below, set like splits. Nothing else goes on the can.
Upload your club’s GPX, get your can. The same system, infinite executions, and no two alike.
Every edition brings its own community of buyers. The can stops being packaging and becomes a club trophy: an object people photograph on its own.
The system rolls out on the same three decisions: bone, ink and one orange stroke.
One shot, no cuts. A full 360° orbit around the circle of runners that returns exactly to the opening frame. The camera move the brand idea: the camera traces the round and closes it.
The camera starts behind a runner’s shoulder. Pure ambience: breathing, laughter, a watch beep.
The cans appear, passing hand to hand towards the centre. They open out of sync: the most important sound in the film.
The orbit completes the lap and comes back to the same runner’s shoulder. At that instant, the six cans meet in the centre.
Cut to ink. The stroke draws itself and closes. Absolute silence.
Shoot spec: circular dolly on curved track, or gimbal orbiting by hand with a radius mark on the ground. Constant 3 m radius, constant 1.5 m height, a single revolution at constant angular speed. No zoom, no height changes, no cuts.
RONDA · 0.0 beer with electrolytes
Every roundcomes full circle.