New pack, on the track.

A new pack has to be shown as a pack first. So the four tubes open the set together, bursting out of water among mango, lemon and strawberries, and close it lined up on a marble ledge. In between, each flavour gets a flat lay on its own colour.

Lemon on yellow, red berries on red, mint on pale blue, peach and mango on coral. The navy cap and the French flag sit at the top of every tube, so the eye learns where to find the brand before it learns the flavours.

Then the tube goes to the people it is made for. A runner in a stadium, a cyclist by a river, an athlete on a track after a session. Each holds it out, label forward, the way a product is shown by someone who uses it.