Tailwind Nutrition announced a brand refresh—new logo, new packaging, new website—timed with the introduction of its newest flavor, Matcha, which joins its Endurance Fuel family of flavors.

“After nine exciting years of Tailwind helping our customers have the best experience they can, we thought it was time for a little brand refresh,” explained  Jeff Vierling, co-founder, Tailwind Nutrition. “We felt strongly that our look and feel should match the simplicity of our products, plus the bold and joyful spirit of our customers.”

“Rest assured, we’re still the same mountain biking, trail running, dusty, sweaty crew you have always known and continue to make our products in our hometown of Durango, CO,” said Jenny Vierling, co-founder, Tailwind Nutrition. “Our product has not changed and will continue to be the fuel and recovery source you have relied on throughout your adventures for almost a decade.”

The inspiration behind the rebrand evokes “the joy of what Tailwind customers experience as athletes and outdoors people. From the vibrant colors and gradients to the hues, tints, tones, and shades. Every detail draws from what is seen on the trail whether it be the Southwest desert at sunset, a loamy trail through a leafy green forest, or sunlight dancing on water.” Content on the packaging and website is simplified as is the logo while retaining the vortex of motion “like a Tailwind at your back.”

The company’s Matcha flavor is its eighth Endurance Fuel flavor, which, mixed with water, and are designed to be used during training to meet an athlete’s calorie, hydration and electrolyte needs without upsetting the stomach. Matcha is available in 30- and 50-serving bags and single-serve stick packs.

For more product information, go here.