Before & After: Powerade Zero

Redesigned by Alex Center, Sr. Designer at Glaceau:

"In the spirits of redesigns, I want to submit a packaging redesign that I recently did for the Coca Cola brand Powerade. They came to our team to give Powerade Option a new look, a new attitude and a new name. Riding the success of Coke Zero and Coke's Zero products we decided to name the product Powerade Zero, remove all the clutter from the previous packaging and give the brand a sleek, moden and clean identity. After seeing the most recent changes to the Pepsi portfolio, I had to send in my design and represent for Coke and for the Glaceau in-house creative team!"

Well said.

Comments

[andrew]

I remember seeing this in the store for the first time and thinking "damn, thats nice" It really caught my eye on the shelf filled with other options. It seemed so much more appealing. Coke made a good move giving its powerade line to the glaceau team to design.

[Kristan Hoffman]

Not bad at all! Definitely a step up from the Powerade Option design, which I had never seen/noticed in stores. I really like the simplicity which lends itself to clear messaging and strong brand impact.

[Seth Taylor]

To me, it seems like there are too many things trying to be the mark on the powerade logo. First, the crescent shape for the "o" and second, a small "ade" that has a different text weight. Third, both the "power" and the "ade" both seemed to be stretched or squished to fit in the tight space ... and 4th the weird logo of swirly water that reminds me of water going down a drain of a bathtub or toilet, especially on the blue label.

But, congrats on the simplified design for ZERO. Looks refreshing and light because of the nice white space, removal of all the black strokes around the type and the better hierarchy of the text and emphasis of color of the beverage instead of the color of the label.

[yael]

Great how this redesign manages to maintain the core brand attributes of Powerade, while reinforcing the 'zero calorie' concept (which was lost on the earlier version) and not crossing over to a feminine looking product by becoming too 'pretty'. It manages to straddle both male and female demographics. I think it's due to a combination of careful type styling and a more sophisticated, stripped-down color palette that give it a real unisex feel. Great work, Alex!

[Jens]

POWERadeZERO

Am I the only one here that think POWER and ZERO shouldn't be on the same label, or bottle for that matter? And since Coke Zero is aimed at the male buyers and therefor black (not white as Coke Light), it would have been much stronger in black.

Sorry, I think this is a very weak solution, and far from what it should have looked like.

[Jacquelyn]

i think the solution is exactly what was needed for the brand. too often the package design of the "light versions" wind up looking like a watered down version of the original. I think this does an excellent job of staying true to the brand identity, but creating a look strong enough to stand on its own.

ps. the designer is super sexy.

[Helena]

Oh, dear Lord, that is BEAUTIFUL!

[Kurt L]

is it me or have we all gotten away from the idea of critique?what was paid for this ”comb over” i would have hired 2 or 3 grads full-tyme and given talent a chance here.