Packaging design and identity
for the All Day Vitality
TASK
Pickleball is America’s fastest-growing sport — around 24 million players in 2025, and the country’s fastest-growing sport. All Day Vitality is tailored made for this sport, started as an idea — now a real product and a real story. This is the first electrolyte mix built for pickleball, born after the founders cramped and nearly passed out in the Florida heat. Our brief was to build the brand from scratch — character, identity and a packaging system, including outer boxes and merch.
ALL DAY Vitality
Brand image,
Positioning,
Visual Brand Identity,
Packaging & Label Design,
Mascot Creation,
Illustrations
SOLUTION
We built a brand that plays the way pickleball plays. It’s fun, functional and flavourful, so the All Day is written in the sport’s own language. At its heart is a character: a green pickleball brought to life, always mid-motion, the brand’s most ownable asset across every format.
A bold ALL DAYwordmark with a heavy black drop shadow pops off any background, while a graph-paper grid and a flavour-coded palette (Citrus Slice, Dinkberry, Mixed Melon) tie the whole range together. We named and wrote the entire world in pickleball vernacular — from “Dinkberry” to the motto Dink. Drop. Drive. Play.
RESULT
A complete and ownable brand world, the system that scales, positioning All Day Vitality as the category-defining, pickleball-native hydration and energy brand.
