Courtside
Brand Positioning, Brand Strategy, Brand Identity, Art Direction, Photography, Web Design, Packaging Design, Collateral Design, Campaign, Email Design
Courtside is a hydrating beverage, perfect for post tennis match. With the branding, I wanted to evoke a sense of playfulness and joy through simple visual pillars, and allow room for evolvement of the system over time. When people see or interact with the brand, I really wanted them to feel the play and warmth experiencing it, echoing moments they would spend with friends playing tennis or going to Dance Church.
Inspiration for the branding started with 90s nostalgic sport memories of when we were kids playing soccer or kickball with friends. We thought back those moments of half time snacks, baggies of orange slices and sports drinks and pulled moments of play from that, while modernizing it for today's design landscape.
Overall, the brand is an expression of the court, but for our audience, who is finding movement both on and off the court.
Role: Creative Director
Creative Team: Hannah Chow, Sundai Johnson, Anna Given
Visuals: Jackie Midori, Blake Wright, Melina Sweet
