Midnight Ice was more than a flavor launch it marked the debut of Gatorade’s new bolt-forward LTO design architecture, a disruptive visual strategy I created to break category conventions and deliver excitement at shelf.

I led the design strategy and executed the packaging design fully in-house, introducing a new visual language centered around expressive, flavor-driven bolts. The goal: to signal bold innovation and drive attention in high-impact retail environments. The Midnight Ice visual system became the blueprint for future LTOs, establishing a flexible, expandable framework now used across multiple successful offerings.

Our team’s toolkits were deployed across all key touchpoints — from POS to digital — ensuring cohesive execution and creative clarity across the funnel. The excitement this design generated among our key retail partner, 7‑Eleven, led them to increase media investment, a rare signal of cross-functional enthusiasm. Early sales exceeded expectations, with Midnight Ice becoming the #1 isotonic beverage in 7‑Eleven in its launch week, knocking out competitors from planogram placement and relegating others to local-only status.

The success of Midnight Ice not only led to an upgraded national launch in 2025, but also influenced the visual system for Gatorade’s broader portfolio refresh slated for 2026. It stands as a prime example of design-led innovation driving real business outcomes.