Client
ALL DAY Vitality
Year
2025–Present
My Role
Design Lead
(AgencyTHE)
Deliverables
Packaging Design, Amazon Storefront, Social Ad Creative, Email Campaign Assets
Background
The Client
ALL DAY Vitality is a DTC electrolyte drink brand built from the ground up by pickleball players, for pickleball players. Founded by health and wellness enthusiasts who partnered with top performance nutrition experts including strength coach Connor Derrickson, the brand launched with three zero-sugar flavors: Dinkberry, Mixed Melon, and Citrus Slice, each naturally colored and delivering 1,460mg of electrolytes per serving, more than 50% above leading sports drinks.
Sold primarily through Amazon and their own DTC storefront, ALL DAY Vitality entered a competitive hydration market with a highly specific audience and a bold, court-ready personality anchored by their tagline: Dink. Drop. Drive. Play.
Problem
The Challenge
Despite having a strong product and a loyal early community, ALL DAY Vitality's visual identity wasn't yet matching the energy of the brand or standing out in a crowded Amazon category. Their storefront lacked the conversion-focused design needed to compete with established hydration brands, and their upcoming 12-count variety pack needed packaging that could perform simultaneously as a shelf product and as a thumbnail on a digital marketplace, two very different visual challenges.
They needed a cohesive creative system that felt premium, sport-forward, and distinctly theirs across every customer touchpoint.
Contribution
My Role
I served as the solo visual lead on this account through Agency THE, responsible for every creative deliverable from initial concept through final production-ready files. There was no art director above me on this project. I owned the creative direction, all design execution, and the final handoff to both print vendors and digital platforms.
Execution
The Work
Deliverable 01
Amazon Storefront Redesign
Rebuilt the brand's Amazon presence with custom product mockups, a conversion-optimized layout, and clean information hierarchy. Prioritized communicating the zero-sugar, high-electrolyte formula above the fold with bold benefit callouts and comparison graphics designed to win at both desktop and mobile browse.
Deliverable 02
12-Count Variety Pack Packaging
Designed front and back panels for the pouch using a black base with bold flavor-specific accent colors per SKU, pickleball-inspired visual texture, and a condensed typographic system engineered to read clearly at Amazon thumbnail size as well as full size at live events. Natural color-coding (spirulina blue for Dinkberry, beet root pink for Mixed Melon, turmeric yellow for Citrus Slice) was worked into the brand's flavor language.
Deliverable 03
Social Ad Creatives
Built static and animated assets for Meta placements including feed, stories, and sponsored posts. Ads were designed to communicate the brand's "Dink. Drop. Drive. Play." energy with fast-reading layouts and product-forward compositions optimized for scroll-stop performance.
Deliverable 04
Email Campaign Assets
Designed promotional and product launch email graphics for deployment through the brand's email platform, maintaining the visual system established across packaging and social while adapting hierarchy and CTAs for inbox performance.
Design Rationale
The Thinking
The biggest challenge was building a visual system that could flex across wildly different formats (a pouch on Amazon, a 1x1 social ad, an email header) without losing coherence. The decision to anchor everything on a bold black base with flavor-coded color accents solved this cleanly: every piece felt like part of the same family regardless of format.
Typography was kept heavy and condensed throughout because the brand's audience is active, fast-moving, and skimming. Legibility at small sizes wasn't optional, it was the whole game.
Results
The Outcome
The work established a cohesive creative system that could scale from a product pouch to a digital ad without losing the brand's identity, the kind of visual consistency that builds recognition with a new audience quickly.
+66%
Total sales increase since the redesign (March 2025 to present)
Conversion rate increase — effectively doubled
+102%
+77%
Sessions driven to the storefront
Additional Stats
Orders up 35%
Average order value up 18%
Returning customer rate up 27%
Net sales: $27,697.03