RPG Gel (Running Performance Gels) is VPA Australia's play in the energy gel space, built for runners and hybrid athletes who need fast, clean fuel mid-effort. The scope covered everything: naming the product, designing the packaging, directing the campaign strategy, and producing all photo and video content for launch.
Product Launch & Campaign: RPG Gels
Role
Creative Lead
Scope
End-to-End Campaign
Deliverables
Naming
Packaging Design
Marketing Campaign
Photo and Video
Year
2025
The Challenge
The gel market is saturated. Every product promises the same thing, and the shelf is full of clinical-looking packaging and generic performance language. Entering that space required a clear identity and a reason for athletes to pay attention, not just a solid formula.
The Approach
The name RPG was pitched to connect directly to the product without leaning on vague aspirational language. Clean, memorable, and purposeful, it earns its own identity within the VPA ecosystem while telling you exactly what it is.
Packaging followed VPA's established visual language: bold colour blocking, abstract shapes, heavy white typography, with each of the three flavours carrying its own distinct colour treatment. High-contrast and readable at any size, from a phone screen to a race expo table.
The campaign was anchored to VPA's brand platform: Push Beyond Limits. The creative thread was simple. You can't push past your limits if your fuel lets you down. That tension drove the hero video and all supporting content, shot across real running and hybrid training environments. No studio setups, no overproduced aesthetics. Just athletes working hard, with the gel as the practical link between effort and outcome.
