Derrick Lin


Designed by McLean Design, United States.

Shadow Beverages partnered with GNC to develop a new line of high-potency functional beverages, with the goal of taking the brand out of the GNC store and into mainstream stores.

Shadow enlisted McLean Design to create the new line, which spans sports drinks, nutritional waters and protein beverages. McLean Design’s positioning, design system and proprietary bottle shape delivers game changing results. The GNC beverages take direct aim at the major players in each category, highlighting what’s consistently missing…real nutrition.

Its launch in the Southwest achieved a staggering 70% distribution in just fifteen weeks, exponentially faster than a leading competitor’s launch in the same market. The line is rapidly gaining acceptance in new channels, establishing credibility with savvy consumers, and stealing market share with both hands.

Package design and proprietary bottle shape by McLean Design.