Bryan patrick Todd · Creative Direction
PRIME Hydration · Case Study
PRIME Hydration
Overview
In late 2025, PRIME Hydration underwent its first major brand refresh across its core lineup. Serving as Executive Creative Director, I personally redesigned the core product packaging, while directing our in-house creative team through a comprehensive multi-channel rollout. From primary bottle structures to secondary packaging, Point of Sale (POS), digital, and social media, the update modernized the portfolio, establishing a unified visual language for the brand’s next evolution.
The Challenge
As PRIME rapidly expanded globally, its original packaging system faced increasing competitive pressure in crowded retail environments. The brand needed a design evolution that would amplify its presence on-shelf and in hand, without forfeiting the iconic simplicity and brand equity built since launch. Furthermore, the core portfolio lacked a cohesive architecture across diverse retail touchpoints, requiring a refined visual identity that could seamlessly bridge physical packaging, digital content, and in-store displays.
The Approach
To elevate the brand while retaining its recognized core, I directly redesigned the primary packaging, establishing a bolder, cleaner graphic architecture and optimizing key functional benefit callouts for maximum clarity. Working closely with our internal team, we expanded this new design system across every touchpoint:
Primary & Secondary Packaging / Standardized bottle typography, color blocking, and benefit hierarchy across the entire core lineup, extending the look to multipacks and outer cases for maximum impact at retail.
Point of Sale (POS) / Partnered with print production artists and project managers to build high-impact retail displays, endcaps, and shelf-talkers that command attention in-store.
Talent Photoshoot Direction / Art directed and led talent shoots featuring Logan Paul and KSI, capturing high-impact commercial imagery to anchor the national campaign launch.
Digital & Social Media / Led our digital, motion graphics, and CG artists to create a unified suite of launch assets, digital displays, and dynamic social content that reflected the updated visual identity.
The Result
The outcome was a bold, streamlined design system that strengthened PRIME’s category leadership. By striking a deliberate balance between minimalist design and aggressive shelf presence, the refresh elevated the brand’s image, improved consumer product navigation, and delivered a unified look and feel across the entire PRIME Hydration portfolio.
CREDIT
Congo Creative Studio