Making Hard look easy.

Once such a breakthrough design, Mike’s needed to re-establish its brand presence and created an identity and architecture that would allow for the amazing variety of products that were launching. A bold, striking brand identity and refreshing feeling packaging re-forced the quality of the liquid.
With an ever expanding array of products in the category, Mike’s need to create a way to be relevant against multiple competitors, our somewhat loose architecture allowed for brand/product character to burst through at every part of the line up.

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