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Maurten Releases A Sports Drink With Zero Branding

by Casha Doemland on 07/16/2019 | 2 Minute Read

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. 

Editorial photograph

Made from a precise combination of extracted cell walls from brown algae known as alginate, and pectin, a gelatin-like substance often found in apples, lemons, carrots and more, Maurten’s pH-sensitive gel is absorbed in the intestine and delivers high concentrations of carbohydrates without any of the added sugars, colorants or preservatives

To spread the world of this game-changing product, Maurten hired Madja Amin who crafted a series of videos featuring athletes whose faces are pixelated out and voices altered with a focus on doing what it takes to be the best. According to AdAge, they featured elite athletes who use Maurten, though not ones with external sponsorships to prevent ruining anyone's regular paycheck.  

If you're looking to step up your athletic game (and not lose that sweet, sweet Gatorade cash), Maurten Unofficial is available online and in select stores worldwide with their oh-so discreet packaging.

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