Gatorade Packaging Redesign: 2019
This was an individual project, with the goal of redeveloping the packaging and brand identity set for an existing beverage. I redeveloped the packaging for the sports drink, Gatorade, bringing the bottle wrap designs closer to their sport origins through sports photography elements and additional elements. I also redesigned the logo and changed the bottle wrap layout. I also physically produced the bottle wraps and photographed them.
I started by redesigning the Gatorade logo to combine the “G” and the lightning bolt by creating the shape of the lightning bolt inside the negative space inside the G. Next, I decided to assign drinks to different sports to different flavors. I started by assigning Fruit Punch to boxing as a play on words then continued on to other flavors, such as basketball and the orange flavor and snowboarding to the glacier freeze. After I combined the lightning bolt and the G, I thought of using the lightning in other ways with the imagery of the athletes. Drawing inspiration from the anime My Hero Academia, I dodged areas on the arms and highlighted the veins, also adding an electrical aura and other effects to the boxer. I applied similar treatments to the snowboarder and the basketball player. After stylizing the athletes, I incorporated a “gator” skin texture in the background and formatted the barcodes, nutritional facts, and electrolyte copy portion of the label. After a few drafts, I was able to print the bottle wraps to scale and take photos of the newly
