Perfect Fools has taken a holistic approach to launch "Wave"—a 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 designed for the active lifestyle, but the brand identity signals something different: a return to enjoyment.

Perfect Fools was responsible for the entire brand journey—covering brand strategy, visual identity, packaging design, and communication concepts.

Breaking the "Generic" Mold

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.

"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—a 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.

Born from experience

Wave is the brainchild of André 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.

"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’s an energy giver in motion," says André Lindkvist, Founder of Proteinvatten Sverige.

A sun-bleached identity

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.

For Perfect Fools, the project was an exercise in long-term brand building.

"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—and says something about the person who chooses it," Jonasson continues.

Wave 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.