OVERVIEW
AB InBev's drink innovation team needed packaging design for a sports drink concept specifically developed for Under Armour that would seamlessly integrate with the athletic brand's established visual identity and performance-focused market positioning.
CHALLENGE
The packaging required a design approach that would authentically translate Under Armour's apparel-based brand identity into the beverage category while maintaining functional clarity for consumer flavor recognition. The challenge was creating a cohesive visual connection between Under Armour's performance gear aesthetic and a sports drink format without compromising usability or shelf appeal.
SOLUTION
I developed packaging that incorporated subtle design cues directly from Under Armour's performance apparel, including distinctive mesh textures and tag-style graphics that created authentic brand continuity. A strategically placed clear section in the shrink-wrapped bottle design enabled quick flavor recognition while maintaining the athletic aesthetic, successfully combining functionality with visual elements that aligned perfectly with Under Armour's performance-driven brand identity.
