BACX Nutrition Appoints Harbour as Lead Creative Partner

BACX, the revolutionary plant-powered energy drink brand, has appointed Harbour as its brand and creative partner. Harbour will start work immediately on developing a brand ‘north star’, ahead of an overhaul of all visual/verbal branding, product design and communications in 2023.

Founded by endurance sport enthusiast Jason Baits-Tomlin and rigorously designed and developed at Oxford University, BACX comes to the market as a nutrient-rich, all-natural, sustainable alternative to nutrient-depleted sports drinks and synthentic energy gels. 

BACX is hoping to take a large piece of the non-protein sports nutrition market with its tailored, plant-based product delivered in a fully recyclable pouch format. The product is already trusted and used by F1 Drivers, top Team GB track cycling medallists like Joe Truman, and The Independent called it “revolutionary plant fuel”. 

Harbour managing partner, Paul Hammersley said, “BACX is exactly the kind of ambitious brand that we love at Harbour. This is a fascinating challenge in a fascinating sector, and we love what their team are looking to do with such a unique product”

BACX CEO and founder, Jason Baits-Tomlin said, “We can’t think of a better group of talented individuals than Harbour to take us on our next step of the journey. We love their north star process, and think it’s just what we need to guide the business to the next stage of success”

Harbour offers independent creative, strategic and media thinking for brands, and sits at the heart of a collective of more than 400 experts across 11 independent specialist agencies, including PrettyGreen, Curious and Digital Natives. Harbour recently expanded its client offering with the launch of Harbour Immersive and welcomed Flourish as the group’s dedicated CRM partner. 

The BACX win comes hot on the heels of being appointed by Network and Away Resorts as lead creative partner in the last two months.