Will Perform Muscle Recovery

Designed at Prime for Will

Why we created this

WILL PERFORM was born out of a desire to provide best in class performance recovery for everyone from top athletes to the everyday active. The company was co-founded by Serena Williams and Eric Ryan; they identified an opportunity to rethink a category that had not seen meaningful innovation for some time. In order to build this innovative brand from the ground up, they worked with Prime Studio and Mythology, to bring Serena’s vision to life.

The Challenges

Designing a brand language from scratch for a new medicinal category was a long process, especially given the cost constraints. We worked closely with Mythology to create a distinct VDL that combined sport performance with health recovery. The design was heavily influenced by it’s manufacturing, so we stayed involved throughout the process, working to combine stock and custom components.

A key feature of the design is the TPU loop on  the cap. It can be clipped to a gym bag, a locker, or even another Will bottle, making the packaging more portable and distinct

The custom designed cap is made of 3 separate injection molded parts to incorporate a CRC feature, the loop, and the frosted transparent shell. We designed this cap to fit all of the different SKU's for launch, as well as a version without CRC

© Ben Oppenheimer 2024

bop.oppenheimer@gmail.com