Competitive athletes' nutritional needs have evolved. And so have their expectations. With increasing demand for clean and natural products from pro athletes, Gatorade delivered the first national USDA certified organic sports drink. The mission was to create a new brand to reflect that focus: Gatorade Organic.

Given the new audience and to test the boundaries of positioning, four territories were tested with different nuances brought to life in branding, identity, design and packaging. 

The chosen direction was recognizably Gatorade, with scientifically proven carbs and electrolytes to improve performance, while signaling difference through fewer, simpler ingredients and natural colors and flavors. More “natural” looking designs lost Gatorade’s scientific credibility and brand equity, so the visual design adopted a technical pattern and minimalist approach that captures innovative simplicity, while bold colors bring home strong flavor cues.