Propel Fitness Water, a prominent name in the fitness hydration sector and a subsidiary of Gatorade, has recently taken a bold step forward with a rebranded appearance. Designed to underscore the company’s unwavering commitment to fitness enthusiasts, the new design features a sophisticated, athletic look. The transformation highlights Propel’s enduring pledge to provide zero-sugar, zero-calorie, electrolyte-rich water, reinforcing its commitment to the active community for 2 decades.
The new design of the Propel Water logo represents a marked departure from its predecessor. Once marred by a rather clinical and pharmaceutical look, the old logo was easily overshadowed on store shelves. In contrast, the new logo, though not a breakthrough, signifies a commendable improvement. Gone are the old wispy serifs, replaced by more balanced letterforms. Integrating Gatorade’s iconic bolt further tightens the connection between the two brands, bestowing added credibility upon Propel.
This resemblance to Gatorade, however, has sparked conversation. It has led some to question whether Propel is content to live as a sub-brand in Gatorade’s shadow or will strive to maintain its distinct identity. But, regardless of this debate, the new logo’s sportier, more streamlined design aligns closely with Propel’s fundamental mission of nurturing athletic potential.
Beyond the logo, the rebranding reflects a broader revitalization of Propel’s identity. Employing a fresh, energetic color scheme of blue and neon green (and blue and orange on the packaging), Propel has embraced a trending color wave in 2023. The tasteful selection of TT Hoves and Rajdhani typography from Indian Type Foundry, along with the incorporation of action photography, contributes to a cohesive and appealing visual narrative.
The redesign also extends to Propel’s packaging, moving from an outdated medicinal look to a more lively, welcoming design. The addition of a bold blue stripe, juxtaposed with thinner stripes of varying colors, lays out a visually engaging and consistent theme. The tracked-out “FITNESS WATER” tagline under the wordmark fortifies the logo, aligning all elements in parallel harmony.
The new design of the Propel Water logo and the encompassing rebrand herald a refreshing change for the brand. While not groundbreaking, the transformation provides a more unified and attractive presence that resonates with Propel’s dedication to fitness and wellness. By relinquishing its prior clinical facade in favor of a more athletic, approachable image, Propel seems well-positioned to amplify its market presence and reach a broader spectrum of fitness devotees seeking a refreshing, effective hydration alternative.