For decades, sports drinks have migrated from pro and Olympic teams to mainstream culture, today they continue their popularity in the world of everyday athletics – Gatorade, Powerade, along with many energy drinks dominate the category and have grown to visually define the idea of performance in food. The Formula 44 redesign leverages the dynamism, drama, and edge of sports drinks to convey the powerful medicine and quick symptom relief that Formula 44 is known for. The re-launch of the Formula 44 Brand looked back to its roots for inspiration and combined it with this modern interpretation of performance - bringing back the proud logo and strong use of red, which was associated with the brand in the past. The key visual became the defining visual component across in and out of store communications.