@1995After the U.W. won the Rose Bowl in 1994, an attempt was made to take advantage of the Badger's popularity to promote a new sports drink. BadgerMAX had been developed by U.W. sports nutritionists, and was used by the football team and other U.W. athletes. Woodland Communications was asked to produce labels and marketing materials for the new drink. I put together all the label mockups, some of them designed by my employers and some by myself. When the different label concepts were tested on focus groups, the marketing professor who managed the testing said my labels had the strongest positive response that he'd ever seen. There was no comparison - they beat all the other designs hands down. Despite the overwhelmingly positive response, they fiddled with my design and replaced the logo text I'd devised with something that was bolder, but that I felt looked like the name of a detergent or cleanser. They also used the same background image for all the flavors, where I'd envisioned a different image for each flavor. Here's one of the final labels:
Below are the central parts of the four variations of my original design. The images aren't necessarily what I'd want for an actual label, but I did intend that each one would be different, and I would have preferred more extreme sports like mountain biking, snowboarding or windsurfing instead of traditional athletics.
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