Go all in. Hex does the rest.

The brief

Hex came to Shotlist as a concept: a pre-workout, and eventually a full line of athletic supplements, for guys in their 20s who want a good physique without giving up having fun. The brand carries a bit of an edge to it.

The insight

The audience wasn't gym purists chasing discipline for its own sake. They're guys who care about living well, training hard but still enjoying life outside the gym. They're skeptical of supplement brands that lean on vague claims, and they want a product that proves its effects instead of just talking about them.

The idea

Go all in, Hex does the rest. Every jar carries the same mantra: "Balance kills the thrill. We are the antidote to moderation." The identity is built to match: an engineered, no-compromise formula wrapped in a system with the same conviction as the product inside it.