Marketed by Mission Athletecare, the liquid product is in a custom package designed by design agency Revolver New York and Berlin Packaging’s Studio One Eleven. It features an ergonomic design enabling athletes to quickly apply the formula to the soles of their shoes with one hand while standing or sitting between plays or quarters.
Introduced late last year in Foot Locker stores and at Eastbay.com, COURT GRIP required a completely custom package for both functional and aesthetic reasons. Components include:
• A custom applicator with a special cloth bonded to the applicator sponge for durability plus an internal valve system to dispense the proper amount of formula when depressed against the shoe sole.
• A contoured, custom-molded bottle with strategically placed finger grips that are debossed to provide a firm hold even for sweaty hands, plus groove-like line work that accentuates the bottle shape as well as evoking the muscle definition in an athlete’s body.
• A black neck that contrasts with the silver bottle and silver overcap embossed with the MISSION logo.
• A label on a metallic foil substrate to provide a reflective quality mirroring the silver color motif.
The package concept was developed by Mission in collaboration with Revolver. The design was refined by Berlin Packaging’s Studio One Eleven to meet the ergonomic requirements, add stability, and ensure moldability. Studio One Eleven also worked with the mold supplier to modify the blow molding equipment and techniques to accommodate the unusual 45-degree angle of the bottle opening required for optimal product application.
