Apollo Brand Identity

Once upon a time, back when my knees were young, I intensely trained for endurance races. Even though I was slow and had no natural talent, I became deeply curious about my physical and mental limits. After a while, I learned that performance isn’t about pushing as hard as you can, but about managing energy and recovery over time. To support my goals, my daily routines got super complex. Dozens of powders, pills, and supplements mixed by hand. It worked pretty well, but it was expensive, time-consuming, and nearly impossible to sustain long term.

That’s because the energy and supplement market is crowded and fragmented, built for individual moments instead of sustained performance. There are endless options for energy and recovery, but no simple, ready-to-drink system designed to support the full cycle. They are also designed for athletes and body-builders, and miss the opportunity to reach others who rely on that endurance and recovery cycle—students, creators, gamers, and professionals in high-demand roles. Consumers like me are left piecing together routines that require extensive research and experimentation.

Apollo was created to change all of that. The core insight was that people don’t fail at energy and recovery management because of a lack of motivation, they fail because it is unnecessarily complex. Apollo is the first ready-to-drink product that reframes the energy category as a repeatable cycle with a two-part system. IGNITE provides clean, steady energy and focus when it’s time to push. RESTORE supports hydration and recovery after, helping the body reset for tomorrow.

The goal of this project was to turn that insight into a clear, ownable brand. I led the development of Apollo’s visual and verbal identity. The strategy was to show that it’s not just another energy drink, but an energy and recovery system built for people committed to showing up and working hard again and again