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© 2024, Mitch Tennison.   



A key insight that led to the creative is the teenager mindset, which is craving an identity beyond their parents and seeking out brands and products that fit their world. We created a fun, dimensionalized bolt pattern that revealed a youthful and expressive side of Gatorade. The pattern also takes on new color schemes for each of the product flavors. For the individual bottles, we leveraged a large bolt for high visibility and to represent the invididual.

Although it didn’t make it to the final product, we loved the custom type treatment we made for Juiced. Typography in sport is more dynamic and can inherit many different shapes. We integrated a shift in the mid section of each letter form to echo the shape language and energy of the heritage brand.