When it comes to products and their packaging, the design is critical. Not only does it establish who the brand is in the eyes of the consumers, but it can tell the story of who the company is.

However, one Swedish company flying under the radar for years is now taking a unique approach by releasing a collection of unbranded products.

Established two years ago, Maurten has been delivering what they call the world’s most carbohydrate-rich sports drink to some of the most elite athletes around the globe. Acknowledging that some of these athletes risk losing their sponsorships, and in turn, their livelihood, they enlisted Akestam Holst to strip the branding and logo for “Maurten Unofficial.” The team released products in silver pouches alongside a white transparent drink bottle with a blurred label.