Fueling endurance athletes worldwide.

Energy Lab nutrition products are made to provide long-distance energy for long-distance athletes, and the company's bold new aesthetic boasts quality and confidence to consumers who expect results.


Based out of Houston, Texas, Energy Lab is a company that aims to carve a significant niche into the endurance and sports nutrition arena. With a slogan like “ignite your existence” and boasting to have set the new standard in endurance and extreme sports science, Energy Lab just needed a brand image to back up the awesome attitude. Fortunately, awesome is what SmashBrand does best.

Competing with and outperforming names like GU and PowerBar meant creating a bold yet personal aesthetic that was able to resonate with Energy Lab’s intended consumer base – endurance-focused athletes like the triathlon/cycling/running crowds. Rather than spread themselves too thin and cast a wide net into the segmented world of physical fitness, the company was ready to stake a claim on a very specific target market.

SmashBrand’s approach included a thorough catalog of existing endurance-focused products and a decision to do what no one else was doing. Surprisingly, nobody in the market was taking advantage of a dynamic, modern packaging aesthetic, and we jumped on the opportunity to make the Energy Lab name stand out through strong contrasting colors and a design that’s at once eye-catching and confident. As a result, it’s hard to miss Energy Lab products on cycling and running shop shelves across the country.

  • Brand Identity
  • Product Positioning
  • Marketing Collateral
  • Packaging Design
  • Image Compositing
  • Brand Merchandise

"the energy that SmashBrand brought to the project was out of this world"

Owner & Founder

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