Gatorade Packaging

THE EXECUTION
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I led and collaborated on many packaging projects with Gatorade. Many of these efforts came directly from product marketing, launching new products in a series or entire product families that needed to sit next to core-branded product but feel distinctly different or leverage established design cues for the space.

All designs were rigorously tested in retail contexts - eye tracking, shelf blocking, etc. Optimizations were created for major retailers such as Costco and Walmart. Some design solutions required additional photo illustration or collaboration and direction with photographers to capture flavor/texture appeal of product.

Limited time offerings were more conceptual, often timed with certain events in sport. Several concepts for packaging were presented, and our client would select one to apply existing product and retail pos displays with the visual language I established. Occasionally relationships were leveraged, such as the DC Comics Football Superhero release featured. I worked directly with our Gatorade marketing clients in developing and presenting these projects, and directed DC Comics artists for key art in one circumstance.

In collaboration with the industrial design team at Tether, I had the pleasure of working on several product focused projects and custom equipment projects - a new line of business for Gatorade. I created custom bottle and lid graphics for the GX line of personalized sports fuel product. I also contributed graphics to Gatorade-branded fuel stations in professional athlete gyms, and oversaw their production with specialized vendors.