After decades of creating not only sports fuel but also the equipment that supports athletes on the sidelines, Gatorade set out to turn that equipment into a new area of innovation and revenue for the brand. The goal was to bring a fresh, modern edge to bottles and coolers without losing the grit and heritage that define Gatorade.

The result was a rugged, pro-grade redesign built for the field and optimized for retail. To support this evolution, a bespoke visual identity and packaging system was developed to scale across all new equipment products and colorways, ready for retail shelves. Born from the master brand yet speaking its own language, the design uses exposed grids and bold typography to highlight the craft behind the construction—engineered, elevated, and unmistakably Gatorade.