This project was a brand redesign for Powerade. Powerade is energetic, bold and fun.

Because Powerade was the official sponsor of the Fifa World Cup I decided to put the focus on soccer. The logo design is inspired of the shape of a soccerball and the white strokes are similar to those on the field. Furthermore since it is a sportsdrink I wanted to show movement and action in the design. This is noticable by the bold all caps typography and the photo's of soccerplayers where you see their movement in bright colored glitch effects. 

I wanted to add a little fun element of surprise into my design. Therefore I came up with this idea of a contest you can enter, but only if you have a secret code. Because the code is the exact same color as the liquid of the drink inside you can only see it if you finish the drink. Below you see the package design of an empty bottle and you discover where the code is hidden. 

Since you have to enter the code somewhere online, I also redesigned the website to a design which fits the rest of the look and feel of the new branddesign.

Below an example of a tradeshow banner which could be used. The soccer aspect is really emphasized by the thick white lines and putting the player in the spotlight. 

Now we have online and offline communications, but what about the tv? For commercial breaks the two video's are great examples of how the glitch effect could be applied. 

For the future powerade should focus on more than one sports. They should keep their design energetic, bold and fun. A good idea for a shopping bag would be the one below. Instead of soccer the man is doing fitness. The handles of the bag are his jumprope, this makes the design super fun to look at!