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, but we decided to go with another target group. Icosa is a club concept where Maurten is being sold to fuel late night dancers.

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