Strive Gel

Agency: The 1984
Creative Direction: Andreas Junus
Creative Direction: Irawandhani Kamarga
Art Direction & Design: Ratta Bill
3D: Taja Sukarya
Managing Partner: Johansyah Moechtar
Project Manager: Ryan Makasutji
Type Foundry: Tightype
Type Foundry: Neubau Berlin
Apparel: Volt and Fast
Apparel: Sub Jersey
Location: Indonesia
Project Type: Produced
Client: Strive Indonesia
Product Launch Location: Indonesia
Packaging Contents: Energy Gel
Packaging Substrate / Materials: Plastic

Strive is Indonesian-based energy fuel food brand. Strive’s latest product range, Strive Energy gel is an easy to swallow liquid energy booster. Consuming energy bar can be difficult when you are doing certain endurance and high-impact exercise like running. This product is meant to be a simpler, practical alternative for people who needs energy during activity. Strive Energy Gel is the first energy gel produced locally in Indonesia. This time, The 1984 took its role in designing packaging and merchandise for Strive Energy Gel.

In this project, we’d like to build visual language that is relevant to runners’ active lifestyle. Through the packaging, we’d like to show an air of freshness and energy. Moderat by Tightype is chosen as primary typeface while NB Architekt Neue from Neubau Berlin serves as secondary type. The robust graphics and type are then printed in black and neon yellow, directly to the foil material. These elements are forming into a brutalist yet dynamic looking visual. We believe this heavy contrast makes it possible for our active consumers to recognize and use the product intuitively.

We also designed Strive Energy Gel merchandise to help highlight the brand’s personality. These merchandise range is also meant to cater the lifestyle of active people, so both Strive and The 1984 were very careful in choosing the right vendor – it had to be Indonesian-made and athletic. Local athletic apparel Volt & Fast is involved in producing Strive Gel’s running jersey, whilst local cycling jersey brand Sub Jersey helped produce the cycling jerseys and bibs. The patterns and typeface from the packaging are utilized to help describe the energetic feeling that the gel gives.

What’s Unique?
This energy gel is the first gel produced locally in Indonesia, by and for Indonesians. All printing including merch production were also made locally, by local-made brands & vendors.