UNDERDOG NUTRITION

/ coming soon /

THE PROJECT

Underdog Nutrition is an energy drink brand created for those who’ve been counted out—the relentless individuals who turn doubt into drive. It’s built for people who face the impossible, push through setbacks, and rise stronger every single time.

THE CHALLENGE

Speaking to hard-working millennials, Underdog needed a brand that reflects everyday resilience. For this audience, supplements are not just products—they’re fuel for physical, personal, and professional breakthroughs.

SOLUTION

To capture this mentality, we embraced a retro-inspired visual world: a nod to old-school hustle paired with modern innovation. This aesthetic honors the roots of resilience while showcasing the high-performance products that help fuel today’s ambitions.

Central to this mission is a brand narrative shaped by its community. By spotlighting real customer stories—interviews, personal wins, and lived experiences—the brand mirrors the people it serves.

To symbolize this collective spirit, we designed a Doberman head as a core brand element—confident, loyal, fierce. It represents every face around the world that embodies the underdog mentality.

CREDITS

Client: Underdog Nutrition

Designer: Anamarija Leljak