Jocko Fuel:
Drink in the
Discipline

STAK STUDIO CASE STUDY

The Arnold Sports Festival:
Jocko Fuel aimed to create a bold, disciplined brand environment that stood out on one of the most competitive show floors in fitness. The booth needed to showcase the product, use dynamic visual storytelling, and support public engagement and efficient back-of-house operations.

Objective:
Jocko Fuel’s objective at the Arnold Sports Festival was to establish a disciplined, high-impact brand presence on one of the most competitive show floors in fitness. Within a 20’ x 40’ footprint, the booth needed to clearly showcase the product, leverage bold visual storytelling, and support public engagement. With integrated back-of-house functionality, operations were ensured to be efficient while maintaining a controlled, performance-driven experience.

Client
Jocko Fuel

Show
The Arnold

Space
40’ x 20’

Challenge
Command attention from across the show floor
Showcase product clearly and confidently
Operate efficiently behind the scenes despite heavy foot traffic.
Deliver a premium, controlled experience within a 20’ x 40’ footprint

Approach
Partnering closely with the Jocko Fuel team to translate the brand’s discipline-first, performance-driven mindset into a high-impact physical environment that could compete on one of the busiest show floors in the fitness industry. From early concept through onsite execution, our approach focused on clarity, control, and intentional design.

Dynamic Visual Storytelling

  • Positioned LED surfaces for long-range visibility and immediate brand recognition.

  • Balanced motion and restraint to maintain focus and avoid visual fatigue.

  • Curated content that reinforced messaging and energy without overpowering product.

Brand-Led Concept Development

  • Designed the booth to feel bold and controlled, never chaotic.

  • Ensured every element served a purpose, reinforcing the brand’s no-frills, results-driven identity.

Product-First Spatial Strategy

  • Designed clean, highly legible product display zones that encouraged hands-on engagement.

  • Maintained clear sightlines so products were visible from multiple approach angles.