Mas+ by Messi: Positive Hydration for a New Generation

Más+ by Messi – Global Brand Launch
Role: Creative Director | Brand, Retail, Packaging, Experience
Scope: Global | Brand launch across 12+ markets

End-to-end creative for the global launch of Más+ by Messi, a new hydration brand co-founded by Lionel Messi. From defining the brand's visual identity and tone, to overseeing packaging, digital content, retail storytelling, and experiential activations — the work spanned every touchpoint.

The launch combined cultural insight with commercial precision:

Built a lifestyle-first brand with strong visual recall and football-led cues

Developed retail and on-pack strategy across global convenience and grocery

Partnered with influencers, digital and sponsorship teams to unify the brand story across social and real-world experiences

Designed the 1v1 tournament series, a global grassroots football platform culminating in a grand final in Miami — positioned as both a sampling mechanic and a cultural statement

Impact:

30M+ organic impressions within 3 months

300K+ social followers

Now expanding into new markets, new formats, and branded experiences

This was a flagship moment for R&X at VCCP — proving how culturally connected creativity can build a global brand from the ground up.