ICEE® x Axe & Sledge: Product Labels

Axe & Sledge has had a collaboration with ICEE® for a number of products since 2021, and with new formulas for those products being introduced, I was tasked with creating new labels for these products in December of 2023. I created a new layout for secondary product information that would then be used on all flavors of these products moving forward, and in collaboration with Ryan Michaelis from ICEE®, we were able to create some sharp new labels for both The Grind and Hydraulic with their iconic Blue Raspberry and Cherry flavors. While trying to maintain the feel of an Axe & Sledge product, I had to keep in mind that this would also need to pass through the ICEE® approval process. I needed to maintain a healthy balance between the two brands, and Ryan Michaelis was a huge help in that aspect, as he has a better understanding of what will be approved by ICEE®. After an extensive refinement process over the course of 2-3 weeks, we were able to send labels to print and give both companies a product they were happy with.

Comparison of old and new packaging designs for AXE & Sledge Hydraulic non-stim pre-workout supplements, including boxes and cans in red, blue, and white, featuring a cartoon bear mascot and product branding.
Part of a blue container of ice cream featuring a cartoon white tiger with black and gray facial markings, a playful expression, and a black nose. The container has a label indicating it's blue raspberry flavor.
Container of Blue Raspberry flavored electrolyte powder, labeled as a dietary supplement with 20 out of 40 servings, weighing 450 grams, featuring a cartoon illustration of a chicken, and branding logos including CitraPeak and AstraGin.
Close-up of a blue container of ice-flavored powder with a cartoon dog character on the label, featuring a picture of a blue ice drink with a red and white striped straw.
Comparative image showing previous and current packaging for 'The Grind' supplement by Axe & Sledge, with different flavors and label designs, including cans and boxes.
A blue container of dietary supplement with the label 'Grind' containing blue raspberry flavored amino acids, BCAAs, and electrolytes, showing cartoon animal mascot on the front and text indicating 30 servings and 495 grams net weight.
A can of ice-flavored energy drink with a cartoon animal mascot on a dark surface, featuring blue and white colors and text highlighting ingredients and certifications.
A container of ICEE The Grind Blue Raspberry flavored dietary supplement with essential amino acids, BCAAs, and EAAS, featuring a cartoon lion mascot on a dark background.