THE BRAND
GU Energy specializes in sports nutrition products like gels, chews, and drink mixes that help athletes stay energized and hydrated during endurance activities. They provide easy-to-digest carbs, electrolytes, and amino acids to fuel performance.
RAINBOW FRUIT MIX
For the Rainbow Fruit packaging, the color concept was shaped by the challenge of using the colors from the single-flavor packaging. These constraints pushed me to get creative, resulting in a vibrant design that still felt cohesive within the product line. To make the Rainbow Fruit bag stand out, I incorporated the bright new GU blue in the top corner, distinguishing it from the darker blue bag in the lineup. The final design strikes a balance between practicality and playfulness, creating a dynamic, rainbow-inspired look that catches the eye while staying true to the brand.
FRUIT PUNCH
For the Fruit Punch Chews packaging, I drew inspiration from the nostalgic fruit punch brands of our childhoods to create a bold and energetic look. After exploring several directions, we landed on a concept that balanced this playful nostalgia with the need to incorporate the RIDC branding. A key challenge was ensuring the design stood out from the reddish tones of the Strawberry Chews packaging. In the end, RIDC felt it was necessary to include their full-color logo, so this is the direction we ultimately went with. The final result captures the essence of classic fruit punch while maintaining a distinct and eye-catching identity within the product lineup.
