Gatorade was launching their new G Series. A brand that’s an icon for one of the biggest sporting events of the season needed packaging design and packaging development that could move at game speed. The brief was simple: launch new G Series coolers starting with the Super Bowl. The clock started in November. Kickoff was in February. We partnered closely with the Gatorade team through daily iteration, using rapid prototyping and testing to refine performance, usability, and brand presence. In three months, we delivered 3,500 working prototypes produced from our own molds, ready for the sidelines.
Speed only works when the system works. To hit the launch, we tackled innovation and manufacturability in parallel with structural design. That meant advancing mold development, machine building, and resin engineering while dialing in a production-ready process.
To make it all real, we built the capability to produce at scale, establishing a dedicated warehouse and manufacturing setup and running around-the-clock production. The result was custom packaging (and a very custom manufacturing workflow) that could deliver under pressure.
Three months later, the new custom-designed G Series coolers debuted at the Super Bowl and rolled out across major sporting events throughout the year. The dunk handles were a smart structural design choice, built for easy grip and consistent performance when it counted most.
Bottom line: a fast, field-ready launch powered by packaging design, material innovation, and rigorous prototyping and testing.
