Gatorade Midnight Ice LTO
at 7-eleven

Midnight Ice marked the debut of Gatorade’s new bolt‑forward LTO design architecture, a visual strategy I created to drive shelf impact and disrupt ourselves.

I led design strategy and in‑house packaging work, introducing expressive, flavor‑driven bolts and deploying a visual language bold enough to stand out at major retailers. The packaging featured a midnight color palette with an icy lightning bolt that reimagined how Gatorade shows up.

Toolkits extended across POS, digital, and retail touchpoints to ensure a cohesive campaign. The design generated notable retailer excitement — 7‑Eleven leaned in hard, and momentum from Midnight Ice shaped the visual framework we’re now using across future LTOs. Sales exceeded expectations, with Midnight Ice becoming the #1 isotonic beverage.