Pickleball is America's fastest-growing sport — around 24 million players in 2025, and the country's fastest-growing sport. All Day Vitality is tailored made for this sport, started as an idea — now a real product and a real story. This is the first electrolyte mix built for pickleball, born after the founders cramped and nearly passed out in the Florida heat. Our brief was to build the brand from scratch — character, identity and a packaging system, including outer boxes and merch.
Problem
There are sports, but no special products for fans of these sports. It turns out there's a huge, low-competition niche waiting to be filled.
Solution
We built a brand that plays the way pickleball plays. It’s fun, functional and flavourful, so the All Day is written in the sport's own language. At its heart is a character: a green pickleball brought to life, always mid-motion, the brand's most ownable asset across every format. A bold ALL DAY wordmark with a heavy black drop shadow pops off any background, while a graph-paper grid and a flavour-coded palette (Citrus Slice, Dinkberry, Mixed Melon) tie the whole range together. We named and wrote the entire world in pickleball vernacular — from "Dinkberry" to the motto Dink. Drop. Drive. Play.
Results
Thanks to anchor design elements from the world of pickleball, the All Day Vitality brand quickly became associated with this sport and became the main choice for pickleball players based on the results of A/B testing conducted by the brand on sales platforms.
