FINDING POWERADES
VOICE

Powerade is a highly profitable brand, but it has difficulty establishing a strong brand identity that connects with consumers like its main competitor, Gatorade. Although both brands offer similar products and target the same audience, Gatorade excels by positioning its product as an experience or emotion for its consumers.

Consumer purchase decisions start in the aisle, so I strived to create packaging designs that stood out on the shelf. I challenged myself to combine my experience in Marketing Strategy and Design, to create a unique, ownable brand message and visual for Powerade.

This project began in an Industrial Design Sketching class, where learned how to render projects by hand. Then I created digital mock-ups on Adobe Photoshop, as well as a final high-resolution digital rendering of the bottle design on Adobe Photoshop.

Adobe Photoshop

Powerades original logo is clunky, boring, and sounds way too much like their biggest competitor: Gatorade.

The reimagined logo drops the "ade," differentiating PowerADE from GatorADE. PWR is more concise, easier to incorporate into designs, and has a modern touch, while still preserving the essence of the original logo to retain brand recognition among existing consumers."

THE MESSAGE IS THE DESIGN

1.

I needed to develop a cohesive visual identity for Powerade across all products. I started by identifying the values Powerade offers: strength, recovery, energy, and power.

To differentiate from Gatorade, which uses a lightning bolt to signify reenergizing, I avoided electric-themed designs for Powerade.

I ultimately focused on the concept of Powerade as a means for consumers to regain their physical strength. For the packaging, I envisioned a design that looks like the bottle has been crushed in the consumer's grip, symbolizing their newfound strength after drinking Powerade. The crushed areas would also serve as hand-holds to enhance user experience.

2.

3.

Adobe Photoshop.

FOCUSING ON DESIGN SCALABILITY

Child Size

Standard Size

Large Size

Flip-Top Closure

Powerade

Powerade Sugar Free

The original Powerade features a clear plastic bottle that showcases the drink's flavor, with branding positioned on the cap.

For Sugar-Free Powerade, the drinks will be clear and dye-free to distinguish them from the original, with flavors indicated by colored lids.

Using the same design as the disposable plastic bottles, Powerade could release a stainless steel version to capitalize on consumer interest in reusable bottle brands like Stanley.

This will also help tie in the Powerade Powder Mix!