Game-Winning Design: How the Serena x Gatorade Gx Boosted Sales
Designed with Serena Williams, this limited-edition Gatorade Gx bottle celebrates strength in all its forms, inspiring athletes to discover their own.
The Idea
A customizable bottle symbolizing strength. It was Serena’s first time in the design studio, sharing her perspective as a champion athlete and mother. Inspired by her quote, “Being a mom is so hard,” the design celebrates strength beyond the physical.
The Design
Matching Serena’s spirit, the bottle features bold colors, daring graphics, and angular Gothic lettering she loved. “Strong” is subtly woven throughout, representing hidden reserves of power.
Customization
Online, athletes could personalize their bottles with their name, a Serena x Gx logo, and their favorite Gx pod flavor. The iconic hexagonal black box added to the impact, amplifying the vibrant design within.
The Outcome
A major boost to Gx sales, with a 20% increase in starter kit sales following the online launch.
