Me and Matilda Dahlgren were challenged to market a new sports drink called Maurten.
The drink has only five ingredients and comes in powder form.
The main selling point for Maurten is its so called hydrogel technology, which makes it easier for the stomach to absorb it.
The drink is originally meant for elite marathon runners only, but we decided to go another route. We started thinking; what other people are also moving their bodies for several hours straight?
The answer is ravers.
Icosa is a club concept where Maurten is being sold to fuel the late night dancers.
The flag of Icosa.
Bags with Maurten-powder. The backside has instructions and table of contents.