GU logo animation


A Category Originator Energized by Design

GU is one of those vanishingly rare brands that managed to invent a new category: gel-packeted, high performance sports nutrition. Emerging in the ‘90s, the little pouches that pack a punch were soon a staple at every race, meet, competition, and training run across the country and around the world.
GU Hydration Drink Tabs on blue background
GU Energy Gel on orange-red background
GU Energy Chews on orange-yellow background
White "Hydration" text in all caps on blue background
White "Energy" text in all caps on orange-red background
White "Recovery" text on orange background
White "GU For It" text in all caps on orange-red background
GU packaging lineup on cream background
GU packaged products
GU Hydration Drink Mix boxes
GU Big graphic text over photo featuring climber
GU BCAA Capsules Ad
GU Drink Mix Ad
"GU Further" text over mountain landscape image
Three GU ads featuring people being active outdoors and "Gu To The Limit," "Gu Big," and "Gu Happy" graphic text

As the market filled out with imitators, it was necessary to elevate and differentiate the logo, design system, packaging, video communications, marketing, and event design of GU from that of just an originator to being the undeniable best. That’s where our close collaboration came in to make a difference.

Brand Immersion & Research
Brand Strategy & Design
Logo & Identity Program Design
Creative Platform Design
Strategic Communication & Key Messaging
Advertising Campaign Concept & Design
Packaging Design
Video Concept & Direction