Evolve was the new, but easily forgotten, stepchild in the Gatorade family of brands.
Evolve is a plant-based product line meant to sit among Gatorade, Bolt24 and Muscle Milk with less of an intense/athletic lean in favor of a healthy, outdoor-lifestyle. Pepsico was also looking to reinvent the brand to speak to the modern adventurer who believe nature’s simplicity provides true transcendence. Inspired by the park’s unique landscapes for design and the simplicity of ingredients for flavor communication, the bottle’s design is unlike anything else at shelf.
Each flavor is linked to one of 63 National Parks leaving space to expand the product line and create an endless array of designs to inspire consumers to get outside. The system continues to alternate package forms utilizing different locations from each park.
The view of Grinnel Peak across Swiftcurrent Lake in Glacier National Park serves as inspiration for the crisp, refreshing flavor of Vanilla Bean.
Off-pack, the Evolve brand taps into a motivated audience ready to carpe that diem by reflecting their hobbies, interests and moments in the outdoors.
This project was an excellent opportunity to overlap with some of my personal interests namely, exploration and personal evolution sparked by time in the outdoors as well as conservation of those spaces.
Coverage by The Dieline, Packaging of the World