{"id":3691,"date":"2025-12-02T14:38:52","date_gmt":"2025-12-02T14:38:52","guid":{"rendered":"https:\/\/www.perfectfools.com\/?p=3691"},"modified":"2025-12-02T15:03:53","modified_gmt":"2025-12-02T15:03:53","slug":"making-waves-perfect-fools-launches-new-protein-water-brand","status":"publish","type":"post","link":"https:\/\/www.perfectfools.com\/making-waves-perfect-fools-launches-new-protein-water-brand","title":{"rendered":"Making Waves: Perfect Fools launches new protein water brand"},"content":{"rendered":"\n

Perfect Fools has taken a holistic approach to launch \"Wave\"\u2014a new functional drink that brings the relaxed, sun-drenched vibes of 1950s surf culture to the protein aisle.<\/strong><\/p>\n\n\n\n

In a category often dominated by clinical design and pure performance optimization, Wave<\/strong> stands out. Packed with 20 grams of protein per can, this new functional beverage is designed for the active lifestyle, but the brand identity signals something different: a return to enjoyment.<\/p>\n\n\n\n

Perfect Fools was responsible for the entire brand journey\u2014covering brand strategy, visual identity, packaging design, and communication concepts.<\/p>\n\n\n\n

Breaking the \"Generic\" Mold<\/strong><\/h3>\n\n\n\n

The design team looked back to look forward. By channeling the aesthetic of mid-century surf culture, the brand moves away from the aggressive typography and dark colors often found in sports nutrition.<\/p>\n\n\n\n

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\"We saw an opportunity to create something that breaks away from an otherwise generic category. The design is built on a nostalgic yet powerful aesthetic rooted in 50s surf culture\u2014a time when recovery was about quality of life, not just optimization. It became a creative playground where both feeling and function could take space,\" says Jocke Jonasson, Creative at Perfect Fools.<\/strong><\/p>\n<\/blockquote>\n\n\n\n

Born from experience<\/strong><\/h3>\n\n\n\n

Wave is the brainchild of Andr\u00e9 Lindkvist. After an extended stay in Australia, Lindkvist realized the market lacked a protein-rich alternative that was refreshing, tasty, and easy to grab on the go. He founded the company to fill that gap.<\/p>\n\n\n\n

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\"I wanted to create a product I missed myself. Something functional and accessible that actually tastes good and works immediately after training, but can also be part of an active everyday life. Wave is more than just a recovery drink; it\u2019s an energy giver in motion,\" says Andr\u00e9 Lindkvist, Founder of Proteinvatten Sverige.<\/strong><\/p>\n<\/blockquote>\n\n\n\n

A sun-bleached identity<\/strong><\/h3>\n\n\n\n

The visual identity is characterized by colorful, sun-bleached tones and a playful layout inspired by vintage surf posters, beach life, and classic functionalism. The result is a brand that feels as natural in a gym bag as it does in a beach cooler.<\/p>\n\n\n\n

For Perfect Fools, the project was an exercise in long-term brand building.<\/p>\n\n\n\n

\"There is a freedom in building a brand from zero, but also a responsibility. We wanted to create something that holds together over time, signaling energy, taste, and quality. This is a drink that stands on its own two feet\u2014and says something about the person who chooses it,\" Jonasson continues.<\/strong><\/p>\n\n\n\n

Wave<\/strong> launches during Q4 across digital channels and selected retailers, aiming to challenge both the protein category and the visual norms of functional products, ready to make a splash.<\/p>\n","protected":false},"excerpt":{"rendered":"

Perfect Fools has taken a holistic approach to launch “Wave”\u2014a new functional drink that brings the relaxed, sun-drenched vibes of 1950s surf culture to the protein aisle. In a category often dominated by clinical design and pure performance optimization, Wave stands out. Packed with 20 grams of protein per can, this new functional beverage is […]<\/p>\n","protected":false},"author":2,"featured_media":3692,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[],"class_list":["post-3691","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"_links":{"self":[{"href":"https:\/\/www.perfectfools.com\/wp-json\/wp\/v2\/posts\/3691","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.perfectfools.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.perfectfools.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.perfectfools.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.perfectfools.com\/wp-json\/wp\/v2\/comments?post=3691"}],"version-history":[{"count":3,"href":"https:\/\/www.perfectfools.com\/wp-json\/wp\/v2\/posts\/3691\/revisions"}],"predecessor-version":[{"id":3695,"href":"https:\/\/www.perfectfools.com\/wp-json\/wp\/v2\/posts\/3691\/revisions\/3695"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.perfectfools.com\/wp-json\/wp\/v2\/media\/3692"}],"wp:attachment":[{"href":"https:\/\/www.perfectfools.com\/wp-json\/wp\/v2\/media?parent=3691"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.perfectfools.com\/wp-json\/wp\/v2\/categories?post=3691"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.perfectfools.com\/wp-json\/wp\/v2\/tags?post=3691"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}