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Endurance athletesare fuiling their bodies with artificial products causing GI distress.


The world’s fastest athletes are fuelled by Maurten, a small brand from Sweden. What makes them the brand of choice is the patented hydrogel. It’s the only solution making sure that the high concentrations of energy is absorbed by the body, instead of causing Gi-distress.


To highlight this advantage we simply copied the recipe of their competitors and created The Daredevil Formula. A gel for the ones who are willing to risk it all — the daredevils.

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Concept                             (2020)

School project,
Berghs School of Communication


Alva Nyström,         Ville Rundquist,
Art Director             Art Director

Tuva Lindvall,        Philip Kullgren,
Copywriter              Copywriter