GATORADE X
MUHAMMAD ALI

STRATEGY, PACKAGE DESIGN, ILLUSTRATION

What made Muhammad Ali so unique, his voice and determination and passion for the people. He was fighter both in and out of the ring, which inspired the concept - CLASH OF BRASH. The artwork uses a bold black and white graphic pattern made of type, iconography, creating a wall of words that highlight what people remember ALI for. For the bottle design we created a custom GOAT type treatment for the back side panel to serve as inspiration for the eyes that see it and more importantly enables the user to take on the GOAT mentality wherever they go.