POWERADE
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We were approached to design the on-field experience at the 2010 FIFA World Cup held in South Africa, from the players’ water bottle to the on-field cooler and surrounding field boards. We collaborated on the water bottle with Coca-Cola’s industrial design division by supplying them with design intent drawings that they took into modeling and production. Our biggest challenge was to ensure that the POWERADE logo was visible to the world’s television and photographer cameras when players were drinking on the field. Our solution was to control the location of the player’s hand through the use of ergonomics. We simply used the contouring of the bottle to strongly suggest a logical, comfortable holding position and then placed the logo centrally between the contours. While the bottle’s graphics have evolved over the years we are gratified to see the shape and logo positioning still in use.
