PICO LAUNCHES WITH NATURAL POWER GEL PICO FUEL

Pico has entered the sports nutrition market with Pico Fuel, a power gel made entirely from natural ingredients. Designed by Bernd Bousard and Fabrizio Lenci, the brand identity draws inspiration from mountain peaks and steep terrains, combining sharp angles, vibrant colours, and a bold wordmark to convey energy, purity, and adaptability.  

Pico has made its debut as a natural performance brand, introducing Pico Fuel as its first product. In a sector crowded with established names and functional offerings, Pico’s challenge was to carve out a distinctive space that communicates energy, intensity, and purity while remaining flexible enough to accommodate multiple flavour variants. Pico Fuel, a power gel composed entirely of natural ingredients, positions itself as a fresh alternative for athletes and active consumers who demand both performance and authenticity.  

The creative direction, led by Bernd Bousard and Fabrizio Lenci, sought to build a visual identity that would stand apart in the saturated sports nutrition category. Drawing inspiration from mountain peaks and steep terrains, the design translates sharp, organic angles into a bold graphic language. These dynamic forms create a consistent yet adaptable structure across the product line, ensuring that each flavour variant retains individuality while contributing to a unified brand presence.  

Central to the identity is a strong wordmark that anchors the brand visually, paired with a vibrant colour palette that captures movement and vitality. The interplay of sharp angles and vivid hues conveys dynamism, reflecting Pico’s core promise of natural energy and high performance. This design approach not only reinforces the product’s functional benefits but also elevates the brand into a lifestyle space where visual storytelling matters as much as nutritional efficacy.  

By combining natural ingredients with a striking visual system, Pico Fuel aims to disrupt conventional codes in sports nutrition. The brand’s emphasis on purity and intensity resonates with consumers increasingly attentive to clean-label products, while its bold aesthetic ensures standout visibility in retail environments. The adaptability of the design system across flavours also signals Pico’s ambition to expand its portfolio without diluting its core identity.  

In positioning itself as a high-performance alternative, Pico is tapping into a growing demand for products that balance functionality with authenticity. The launch of Pico Fuel demonstrates how design and branding can play a decisive role in differentiating a newcomer in a competitive market. With its blend of natural formulation and dynamic identity, Pico is set to challenge established players and redefine expectations in sports nutrition.