This amazing product supplies core-cooling, nutrient-rich fluids for extreme athletes. It's perfect for muscle recovery, core temperature reduction and tasty hydration. 

Challenge: Position the specialized packaging shape and design with an appetizing, yet sporty appeal for hard-core athletes.

How it got there: The icy imagery printed on a reflective foil substrate helped to give the brand a cool/energy. Like all serious sports beverages, flavor appeal is huge. Luscious fruit illustrations played a central role to convey the true depth of flavor this product delivers.

Result: The captivating packaging opened new channel opportunities in a category that had been previously reserved for its leaders.