From Moxie Sozo website: "Nuun is the leading manufacturer of electrolyte sports drink tablets. After establishing a strong reputation with endurance athletes, the company hired Moxie Sozo to launch a new product targeting the health-conscious women’s lifestyle market. The agency, through research and focus groups, identified competitive challenges and opportunities for the new brand. Using a graphic architecture centered around a dynamic female form, contemporary styling and a fresh color scheme, ‘U’ capitalized on key emotional drivers of the target audience, while maintaining taste appeal and a strong shelf presence. The packaging has won several awards, been featured in numerous books and received praise for its effectiveness."
Reference:
http://www.moxiesozo.com/index.php?t=feature&id=36
