During is an everyday endurance gel focused on all humans, athlete or not. Our product is not only for your run, but for all of your daily activities.

Brand Identity, Packaging Design, and Art Direction for During, based in New York, NY.

During is an everyday endurance gel focused on all humans, athlete or not. Our product is not only for your run, but for all of your daily activities. In the rhythm of life, every beat counts. Whether you're conquering mountains or mastering the day-to-day, During is your companion.

Brand Identity Design, Art Direction, Packaging Design, 3D Renderings

Unspoken Agreement, Saxon Campbell,  Robin Kannard

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The dual functionality of the tear-and-consume package and the screw-off cap epitomizes our commitment to providing users with flexibility and control.

This design choice reflects our dedication to user-centric design, allowing individuals to tailor their "During" experience to their unique needs.

Packaging Design

The art direction is deliberately crafted to be inclusive, featuring individuals engaging in a diverse range of daily activities.

By showcasing scenes of everyday life, from commuting to working, the art direction communicates that our product is designed for everyone, not just athletes. 

Art Direction

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The wordmark embodies the essence of simplicity in movement, mirroring the dynamic and adaptable nature of the everyday endurance gel. By strategically italicizing half of the letters, we introduce a subtle yet powerful visual metaphor.

The contrasting styles within the wordmark create a dynamic shift, evoking a sense of energy and momentum—symbolic of the boost our product provides during daily activities. This design choice not only conveys the product's functionality but also establishes a memorable and visually engaging representation of the brand.

The packaging design embraces a minimalist aesthetic to draw attention to the star of the show—the product itself. By keeping the overall design clean and uncluttered, we allow the unique features of the gel to take center stage.

The incorporation of a unique eyelet in the product design serves as a testament to the practicality and versatility of During. This thoughtful addition allows users to effortlessly hook the gel onto clothing or backpacks, seamlessly integrating it into their on-the-go lifestyles.

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The visuals portray humans in a variety of environments, ranging from urban settings to more natural landscapes. 

This intentional choice showcases the product's adaptability to different scenarios, emphasizing its versatility beyond the realm of traditional athletic pursuits. 

The 3D renderings place a spotlight on the unique design elements. Each rendering is carefully crafted to showcase the innovative aspects of the product, such as the tear-and-consume package and the screw-off cap.

By zooming in on these details and presenting them from multiple angles, the renderings communicate the thoughtful and user-centric design, reinforcing the idea that During is not just a gel but a product engineered for convenience and personalization.

During

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