• Evolving the Brand

    • This story follows the evolution of Gatorade from the heavy perception of a flavored drink to a coveted piece of sports nutrition equipment. It’s the reinvention of an entire category, culminating in the G SERIES (PRIME, PERFORM, RECOVER) emerging as the new identity of athleticism. The lightning bolt as catalyst for performance, recovery and sustainment.

      Welcome to athleticism re-imagined.

    • Iconic Expression

      Distilling the bolt to its expressive essence and merging that in both form and function with the bottle creates an iconic, powerful and ownable form—a form that could only be Gatorade.

      From there, we distilled the athletes’ need states down to three critical phases—Prime, Perform, Recover—developing new packaging for each new formula. On top of that, we segmented the field into three different types of athletes—Pro, Perform, Fit—essentially creating entirely new lines of business within the brand.

    • Evolving the Pro Athlete

    • The pro athlete looks for an edge in every piece of equipment and everything they put in their bodies. G SERIES PRO products are as important to these athletes as the equipment they use on the field of play. Inspired by the science behind each product, we created a look that was not only premium, but also technical, allowing consumers to see the benefits of each product.

      Welcome to a new level of performance.

    • The Science Behind the Product

      Each product in the G Series Pro line is rigorously tested and proven beneficial through Gatorade’s Sports Science Institute (GSSI). The visual language we created amplified the brand’s “rooted in science” halo to crystallize the notion that Gatorade is an essential and trusted piece of sports equipment.

    • The Swagger Behind the Product

      For the exclusive and altogether elite feel of G Series Pro, we employed a meticulous metallic black, with silver (for Science) and orange (for the Soul of the brand) as secondary colors. For 15 years, this particular product was only available to professional athletes. The new packaging informed the retail experience, making the move from the locker room to consumers’ doorsteps complete.

    • Evolving the Fitness Athlete

    • The daily regimen of the G Series Fit athlete is as important to them as eating and breathing. They plan their day around their workouts. They count their success in minutes and calories. Their commitment to better their best inspired us to create a product line that celebrated the act of self motivation.

      Welcome to a new level of fitness.

    • Gunnar Peterson’s G Series Fit Gym

      Our goal in creating this environmental design experience was to establish the 01, 02 and 03 occasions—PRIME, PERFORM, RECOVER—at corresponding points around the entire facility. So clients were completely immersed from arrival, during workout, through their exit. We handled design, fabrication and execution.

    • The daily regimen of the G Series Fit athlete is as important to them as eating and breathing. They plan their day around their workouts. They count their success in minutes and calories. Their commitment to better their best inspired us to create a product line that celebrated the act of self motivation.

      Welcome to a new level of fitness.

    • Gunnar Peterson’s G Series Fit Gym

      Our goal in creating this environmental design experience was to establish the 01, 02 and 03 occasions—PRIME, PERFORM, RECOVER—at corresponding points around the entire facility. So clients were completely immersed from arrival, during workout, through their exit. We handled design, fabrication and execution.

    • Evolving the Equipment

    • From hydration to enhancing performance, Gatorade prides itself on one of its most iconic structures—the Gatorade cooler. This form, flanked by several other sideline necessities, was given to our 3D team as a challenge to evolve the fundamentals and structure of hydration. Through research, design, testing and fabrication, we found the ideal equilibrium, producing the highest quality function, while creating a new iconic form.

      Welcome to the delivery system evolved.

    • The Iconic Cooler

      Nowhere in sports is a form so favorably positioned next to Victory herself. Besides ease of use and a sleeker profile, adding dunk-friendly handles ultimately elevated the performance of one of the game’s biggest rituals to a new level.

    • On-field Hydration Station

      It began with research—sending a team on site to scrutinize MLB players’ daily Gatorade usage; every second between training and game day. It ended with an elevated user experience and a better branding profile that was unveiled at the 2010 All-Star game, and is now the standard for uniformity in stadiums across the league.

    • From hydration to enhancing performance, Gatorade prides itself on one of its most iconic structures—the Gatorade cooler. This form, flanked by several other sideline necessities, was given to our 3D team as a challenge to evolve the fundamentals and structure of hydration. Through research, design, testing and fabrication, we found the ideal equilibrium, producing the highest quality function, while creating a new iconic form.

      Welcome to the delivery system evolved.

    • The Iconic Cooler

      Nowhere in sports is a form so favorably positioned next to Victory herself. Besides ease of use and a sleeker profile, adding dunk-friendly handles ultimately elevated the performance of one of the game’s biggest rituals to a new level.

    • On-field Hydration Station

      It began with research—sending a team on site to scrutinize MLB players’ daily Gatorade usage; every second between training and game day. It ended with an elevated user experience and a better branding profile that was unveiled at the 2010 All-Star game, and is now the standard for uniformity in stadiums across the league.

    • Evolving the Gatorade Experience

    • The story doesn’t stop at the bottle or the forms. It runs deep. We’ve worked closely with Gatorade to communicate the brand through every consumer and industry touchpoint imaginable—from stadium environments to interactive brand experiences. And we’ve worked with national and international athletic organizations around the world to tell the Gatorade story in ways as invigorating and unique as the brand itself.

      Welcome to heightened exposure.

    • Evolving The Touchpoint

      NASCAR gets approximately 215 million TV viewers a year—what better place to showcase the sponsored benefits of Gatorade than Victory Lane? This environmental approach is specifically designed for overhead camera angles and maximum exposure.

    • @Joshua7Cortez Thanks for thinking of us, however, we're unable to accept suggestions from outside the company.

      Thursday August 17, 2017
    • @doctorfresh We’re still making it. Here’s our locator so you can check in your area: https://t.co/3bwP3Cuocy

      Thursday August 17, 2017
    • @MadlinRae We’re sorry you had this experience. Please send us a DM so we can learn more. https://t.co/IXZxSgLOSW

      Thursday August 17, 2017
    • RT @TG3II: @Gatorade has the fuel to keep all the Todds at the top of their game #ad https://t.co/kwy5nLPs7M

      Wednesday August 16, 2017
    • @mrsmannywhite We’re sorry you had this experience. Please send us a DM so we can learn more.

      Wednesday August 16, 2017
    • @cleverxbullshit We’re sorry you had this experience. Please send us a DM so we can learn more. https://t.co/IXZxSgLOSW

      Tuesday August 15, 2017

Evolving the Brand

This story follows the evolution of Gatorade from the heavy perception of a flavored drink to a coveted piece of sports nutrition equipment. It’s the reinvention of an entire category, culminating in the G SERIES (PRIME, PERFORM, RECOVER) emerging as the new identity of athleticism. The lightning bolt as catalyst for performance, recovery and sustainment.

Welcome to athleticism re-imagined.

Iconic Expression

Distilling the bolt to its expressive essence and merging that in both form and function with the bottle creates an iconic, powerful and ownable form—a form that could only be Gatorade.

From there, we distilled the athletes’ need states down to three critical phases—Prime, Perform, Recover—developing new packaging for each new formula. On top of that, we segmented the field into three different types of athletes—Pro, Perform, Fit—essentially creating entirely new lines of business within the brand.

Evolving the Pro Athlete

The pro athlete looks for an edge in every piece of equipment and everything they put in their bodies. G SERIES PRO products are as important to these athletes as the equipment they use on the field of play. Inspired by the science behind each product, we created a look that was not only premium, but also technical, allowing consumers to see the benefits of each product.

Welcome to a new level of performance.

The Science Behind the Product

Each product in the G Series Pro line is rigorously tested and proven beneficial through Gatorade’s Sports Science Institute (GSSI). The visual language we created amplified the brand’s “rooted in science” halo to crystallize the notion that Gatorade is an essential and trusted piece of sports equipment.

The Swagger Behind the Product

For the exclusive and altogether elite feel of G Series Pro, we employed a meticulous metallic black, with silver (for Science) and orange (for the Soul of the brand) as secondary colors. For 15 years, this particular product was only available to professional athletes. The new packaging informed the retail experience, making the move from the locker room to consumers’ doorsteps complete.

Evolving the Fitness Athlete

The daily regimen of the G Series Fit athlete is as important to them as eating and breathing. They plan their day around their workouts. They count their success in minutes and calories. Their commitment to better their best inspired us to create a product line that celebrated the act of self motivation.

Welcome to a new level of fitness.

Gunnar Peterson’s G Series Fit Gym

Our goal in creating this environmental design experience was to establish the 01, 02 and 03 occasions—PRIME, PERFORM, RECOVER—at corresponding points around the entire facility. So clients were completely immersed from arrival, during workout, through their exit. We handled design, fabrication and execution.

Evolving the Equipment

From hydration to enhancing performance, Gatorade prides itself on one of its most iconic structures—the Gatorade cooler. This form, flanked by several other sideline necessities, was given to our 3D team as a challenge to evolve the fundamentals and structure of hydration. Through research, design, testing and fabrication, we found the ideal equilibrium, producing the highest quality function, while creating a new iconic form.

Welcome to the delivery system evolved.

The Iconic Cooler

Nowhere in sports is a form so favorably positioned next to Victory herself. Besides ease of use and a sleeker profile, adding dunk-friendly handles ultimately elevated the performance of one of the game’s biggest rituals to a new level.

On-field Hydration Station

It began with research—sending a team on site to scrutinize MLB players’ daily Gatorade usage; every second between training and game day. It ended with an elevated user experience and a better branding profile that was unveiled at the 2010 All-Star game, and is now the standard for uniformity in stadiums across the league.

Evolving the Gatorade Experience

The story doesn’t stop at the bottle or the forms. It runs deep. We’ve worked closely with Gatorade to communicate the brand through every consumer and industry touchpoint imaginable—from stadium environments to interactive brand experiences. And we’ve worked with national and international athletic organizations around the world to tell the Gatorade story in ways as invigorating and unique as the brand itself.

Welcome to heightened exposure.

Evolving The Touchpoint

NASCAR gets approximately 215 million TV viewers a year—what better place to showcase the sponsored benefits of Gatorade than Victory Lane? This environmental approach is specifically designed for overhead camera angles and maximum exposure.

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