DRYLL

A launch concept for a new Brombeere electrolyte flavour, turning hydration into a shared ritual of movement.

Context: DRYLL Brombeere flavour launch concept
Period: 2026
Role: Campaign concept, art direction and visual design
Outputs: Posters, social, POS, activation and motion storyboard

Challenge

Introduce a distinct new flavour without losing the direct, performance-led character of the existing brand.

Campaign idea

More Movement Together — one product connecting different people, routines and ways of moving.

System

High-contrast monochrome photography, blackberry purple and a product-first type hierarchy across every touchpoint.

Opening DRYLL presentation slide for a new Brombeere flavour launch concept — The opening slide establishes the launch goal before the campaign strategy unfolds.

01 / Platform

Same DRYLL. New flavour. One shared energy.

The concept frames the Brombeere launch as more than a product update. The flavour becomes a recognisable purple signal that travels through everyday movement — from the locker room and a night run to retail and race-day sampling.

02 / Strategy

Move from attention to trial.

The campaign journey is organised around three clear steps: make the new flavour instantly noticeable, show the preparation ritual, then place it in a social movement context that makes trial feel natural.

Attention: Distinctive Brombeere colour and strong product imagery
Recognition: Clear pour, mix and hydration moments
Trial: Lifestyle context, community and physical sampling

DRYLL campaign opportunity board with athlete, bottle, product pack and launch rationale — The opportunity: connect performance hydration with flavour and everyday movement.

Three-stage DRYLL campaign journey from attention to recognition and trial — A three-step communication journey from first notice to product trial.

03 / Creative idea

Different movement. One visual thread.

The product stick acts as the connecting object across people and formats. Blackberry purple gives the launch its own signature while wet surfaces, flash photography and tight crops keep the work grounded in energy and effort.

Movement: Real routines, effort and active environments
Connection: The product passes between people and channels
Flavour: Purple works as the immediate launch cue

DRYLL More Movement Together platform shown beside a group of athletes — The platform brings movement, connection and flavour into one campaign thought.

04 / Poster system

One language, four ways into the launch.

The poster family balances product scale, performance context, route-based storytelling and a direct human moment while keeping the same typographic rhythm.

Presentation board showing four DRYLL Brombeere poster concepts — The complete launch poster family.

DRYLL poster with a runner, oversized electrolyte stick and blackberries on a wet track — Product scale makes the new flavour impossible to miss.

DRYLL product box, stick and bottle in a purple locker-room setting — A product-led performance composition.

DRYLL poster showing a runner and a blackberry-shaped route on a wet Berlin street — The flavour becomes a route and a reason to move.

Athlete holding a DRYLL Brombeere electrolyte stick toward the viewer — A direct product hand-off brings the together idea close.

Four DRYLL launch posters displayed together on a wet city street at night — The system works as a connected outdoor takeover.

05 / Social

Build recognition through product rituals.

Website and social formats repeat the same sequence: notice the flavour, understand the routine and see the community around it.

06 / Retail + activation

Carry the launch from shelf to finish line.

POS and sampling touchpoints turn the campaign into a physical encounter with the product.

Four views of a black DRYLL countertop display holding Brombeere electrolyte sticks — A compact counter display keeps the product easy to recognise and pick up.

DRYLL sampling kiosk serving a runner near Berlin's Brandenburg Gate — A marathon sampling point turns product trial into part of the route.

07 / Motion

A 12-second story built around the hand-off.

The storyboard moves through different runners, the preparation ritual and a final group moment before landing on the product and campaign line.

Six-frame DRYLL motion storyboard ending with the product and More Movement Together line — The full twelve-second sequence, from individual movement to shared energy.

Interested in campaign systems that move across brand, social and physical space?

Contact Yrysbek