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Brand portfolio / Gatorade

Hydration shaped
around the athlete.

Introduced in 1998, the Ergonomically Designed Gatorade Experience paired a grip-driven 24-ounce bottle with an intuitive mouth-twist closure.

01 / E.D.G.E. bottle system

A better handshake.
A better drinking experience.

Blue and red Gatorade E.D.G.E. bottles with sculpted grip forms and green mouth-twist closuresERGONOMICS / GRIP / FLOW01
GATORADE · E.D.G.E. BOTTLE · 1998

Packaging designed at the points of contact

The asymmetrical grip zone was developed to fit hands from the 5th through 95th percentile. The “cowboy hat” closure was shaped through lip studies, allowing athletes to open it with their lips and receive clear tactile and audible feedback.

LeBron James drinking from a Gatorade bottle during a basketball game
IN USE / ATHLETE EXPERIENCEDesigned for the moment of performance.
01Sculpted
grip geometry
02Lip-shaped
drinking surface
03Tactile and
audible closure
04Fast, controlled
flow
Recognition

Food & Drug Packaging

The Gatorade E.D.G.E. bottle received recognition from Food & Drug Packaging for its innovative packaging design.

Design impact

A complete bottle-and-closure experience

The program treated the bottle body, grip surfaces, label architecture and dispensing closure as one coordinated system. Packaging World reported a 25% sales increase following the redesign. Read the design account ↗

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