PUMP / AFL

About Pump / AFL

To celebrate PUMP being announced as the new official water of the AFL, PUMP changed up its iconic packaging to feature all 18 AFL team names. These limited-edition packs enabled fans to select PUMP as their water of choice whilst cheering for their team.

To create the limited edition packs I was tasked to break down the Pump wordmark into its bare bones typographic elements and craft a typeface to stay true to the PUMP branding well spelling out all 18 AFL team names.

The launch of this campaign was on such a public scale that it was featured Australia-wide and was so well received that it’s still running strong year after year.