“My goal for Instant Knockout was to make it the number-one fat-burning supplement on the market for these men,” says Parker. “We had spent many months creating, researching, and testing a very effective formula, and I wanted branding and packaging that delivered the same impact as the formula.”
To create that impact, Parker conceived of a clear plastic bottle molded in the shape of a clenched fist that would show off the bright red supplement capsules inside while projecting the product’s “knockout fat” theme. It was intended to be eye-catching and designed specifically to appeal to Roar Ambition’s target demographic: younger men who are already working out but who want help losing that last few pounds of fat. Parker’s partner in the project was TricorBraun, which worked to design a package that would keep its shape when molded in plastic.
“The TricorBraun designers and I spent a lot of time talking about what was possible, and they would then consult with the bottle blower,” Parker says. “I was very keen to get the bottle perfect, even if it would delay the project. We were pushing the limits of design and blow-molding capability.”
