• by Fern Siegel , February 15, 2023

BACX, the plant-based energy drink, has appointed London-based Harbour as its brand and creative partner.

Harbour's remit is to revamp all visual and verbal branding, product design and communications this year.

Founded by endurance sport enthusiast Jason Baits-Tomlin, BACX says it is a nutrient-rich, all-natura alternative to nutrient-depleted sports drinks and synthetic energy gels.

BACX comes in a fully recyclable pouch format. The product is used by F1 Drivers and top Team GB track cycling medalist Joe Truman.

Paul Hammersley, managing partner, Harbour, called BACX "a fascinating challenge in a fascinating sector, and we love what their team are looking to do with such a unique product.”