Hoist: Redefining Sports Drink Packaging

A True Isotonic Beverage in a Sleek Bottle Design

Hoist is not your average sports drink. Unlike its competitors, which are hyper- or hypo-tonics, Hoist offers rapid rehydration, making it a more effective solution for active individuals. However, the brand's initial packaging, a short and stout bottle, did not convey the desired image or appeal to the consumer market.

Recognizing the need for a redesign, Hoist engaged Damien Moyal and his team to create a new bottle design that would position the brand as a leader on the sports drink shelf. The goal was to develop a package that not only reflected the product's unique properties but also appealed to a wider audience.

The redesigned Hoist bottle is a true testament to Moyal's expertise and creativity. The bottle, standing at 191mm tall with a diameter of 67mm, is sleek and svelte, exuding a sense of movement and energy. Its gender-neutral design ensures it appeals to both male and female consumers, expanding Hoist's reach in the market.

One of the key challenges in the redesign process was to create a cost-effective and quick-to-implement solution. Moyal and his team ensured that the new bottle design was compatible with existing preforms and compliant with typical copacker lines and equipment. This allowed for a seamless transition from the old packaging to the new, without disrupting production or incurring additional costs.

Looking towards the future, Moyal incorporated discreet panels into the bottle design to accommodate potential changes in the filling process. While Hoist is currently ambient-filled, the panels are designed to absorb vacuum in case the brand decides to move to a hot-fill platform. This forward-thinking approach ensures the bottle's adaptability and longevity.

The redesign of Hoist's primary packaging was not the only aspect addressed by Moyal and his team. They also revisited the brand's overall branding and tagline, creating a cohesive and impactful identity that aligns with the new bottle design.

The redesigned Hoist bottle made its debut at the BevNET Live conference in Santa Monica, California, in December 2013. Since then, it has gained recognition for its innovative design and practicality. In 2014, the design was awarded the prestigious Iron A' Design Award in the Packaging Design category, further solidifying its position as a well-designed and innovative creation.

With its sleek and gender-neutral bottle design, Hoist is ready to take on the sports drink market with renewed vigor. Damien Moyal's expertise and creative vision have transformed Hoist's packaging, positioning the brand for growth and success.