Bryan patrick Todd · Creative Direction
PRIME Hydration · Case Study
PRIME Hydration
PRIME Hydration
Overview
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 and 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.
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 and 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
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.
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
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 secondary packaging for maximum impact at retail.
Point of Sale (POS) / Partnered with our brand innovation team and print production artists and 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.
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 secondary packaging for maximum impact at retail.
Point of Sale (POS) / Partnered with our brand innovation team and print production artists and 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 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.
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.
My role
Executive Creative Director
Direct Execution / Core Product Packaging Redesign, Visual Identity, Benefit Architecture
Creative Direction / Secondary Packaging Systems, Point of Sale (POS) Displays, 3D/CG Visualization, Digital & Social Campaign Rollout
CREDIT
Congo Creative Studio