Full Project: Gu — GabbyEscobar

Gabby Escobar

Graphic Designer +

Gu Energy Labs

Packaging Systems, Brand Refresh

Gu Energy Labs is an athletic nutrition brand that I have been dedicated to for years as I trained from 5k road races to 50 mile ultramarathons. I took this opportunity to assess the brand’s current state and reimagine Gu’s visual system to embody both the competitive and community side of endurance sport.

The new Gu presents its athlete-tested and approved formula with confidence yet maintains approachability. It is designed to inspire confidence and connection at every stage of performance.

The Logo

Gu Products are designed to be consumed on a schedule before, during, and after exercise. The logomark has been designed with this same spirit of time in mind.

This logo takes on several different forms throughout the packaging system.

Logo as a functional carabiner designed compatible with the energy gel

The logo also represents the form of the dissolvable electrolyte tablets

Endurance nutrition, with a twist

The packaging has a physical and metaphorical twist. This breaks the rigid cube form and that represents the flexibility and mobility of a healthy body in motion.

Colors for the on-the go products are bold and solid with simple type. This streamlines the process an athlete goes through when retrieving these products while exercising.

The energy gel has a littler leash built into the packaging to prevent tear-offs from falling to the floor and polluting the environment

Infographics with specific use instructions, dosage, and purpose, for each product are explained with simplicity.

The Take-Away

I learned every skill needed to develop a fully customized packaging system. Throughout the project, I learned SolidWorks and created functional 3D prototypes with complete opening and closing mechanics.

I also experimented with several materials for the first time; 3D printing, chromatech transfers, and art direction for professional photography to bring the design to life.

Course Information:
Graduate Packaging II // Summer 2024 // Professor Anya Borysiewicz

Photography by Logan Monroe

About

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Next Project: Lace-Up Desk Set

Contact

hello.gabby.escobar@gmail.com
+1 408 677-8339

Currently in Pasadena, CA

Résumé

Education

MFA
Graphic Design Candidate at
ArtCenter College
of Design

2023, BA
Speculative Design at UC San Diego

Software

Illustrator
InDesign
Photoshop
Lightroom
SolidWorks
Rhino