GoTime™ Smelling Salts

A chemiluminescent light stick works by keeping two reactive chemicals physically separated inside a sealed tube. Between them is a glass ampoule, a small, precisely manufactured capsule that holds one chemical until the moment of activation, when a controlled flex breaks it and the reaction begins. OmniGlow was, among other things, the world’s foremost manufacturer of those ampoules: the component that made chemical light possible at scale.

Smelling salts, in their simplest form, are a glass ampoule containing an ammonia solution, the same break-to-activate mechanism, applied to a different problem entirely. When two graduate students from BYU arrived with a reformulated, aromatherapy-infused athletic smelling salt, the connection to OmniGlow’s core manufacturing capability was immediate. The ampoule expertise was already in house. It needed everything else: a brand and a retail presence.

They had seen something the market had missed: ammonia content could be reduced without sacrificing effectiveness, and the ampoules could be infused with aromatherapy scents thought to further enhance alertness. A consumer-grade smelling salt, engineered for performance and positioned as premium. The identity had to hold its own next to the established players and look like it had always been there.

The logo is built around a lithe typeface with fluid letterforms, athletic in character without the aggressive clichés of sports branding. The key detail: I modified the “i” in GoTime™ so its dot and stem form a runner, chest-first, breaking the finish-line tape. It’s a detail that rewards a second look — the kind that registers before a buyer knows why.

For the packaging and collateral: athletic imagery at full intensity, strong fluorescent color pulls, and spot-varnishes that give it tactile confidence in-hand. The shelf presence reads kinetic and purposeful, a brand that takes up its space rather than asking permission for it.