http://www.mikegottschalkdesign.com/contact daily 0.75 2017-06-06 http://www.mikegottschalkdesign.com/about daily 0.75 2025-06-03 https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/7ee87e73-3ebb-4f08-ad30-a2d8165b277d/MG-new_head.jpg Entrepreneurial Brand Builder https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/7ee87e73-3ebb-4f08-ad30-a2d8165b277d/MG-new_head.jpg Entrepreneurial Brand Builder http://www.mikegottschalkdesign.com/contact-2 daily 0.75 2017-03-31 http://www.mikegottschalkdesign.com/gallery daily 0.75 2026-08-26 http://www.mikegottschalkdesign.com/work daily 1.0 2026-08-26 http://www.mikegottschalkdesign.com/work/illustrated-musings-b88f5 monthly 0.5 2026-08-26 https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1468193820037-SGG5AP4K4CJOD042Q2QU/lovestruck_straight.jpg Work - Illustrated Musings - Oz Comic Con Poster (Copy) Oz Comic Con Poster Promotional poster, and my first foray into comic drawing. https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1468194096541-HB1D4I8W6QGA0D62ATPI/FTM_pages1.jpg Work - Illustrated Musings - Full Thrown Magic (Copy) Full Thrown Magic Posters and promotional material. https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1468194302765-3IWD66T7D574XAS7GZ1V/FTM_pages2.jpg Work - Illustrated Musings - Full Thrown Magic (Copy) Full Thrown Magic Posters and promotional material. http://www.mikegottschalkdesign.com/work/tshirts-apparel-y7gdm monthly 0.5 2026-08-26 https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1468004898442-7U93OH9BPYXIUAAMFUXU/TSHIRT_PAGE.jpg Work - T-shirts & Apparel - T-shirts! (Copy) T-shirts! A small sample of many, for the likes of Comic-Con, C2E2, Book-Con, SoBe, AMP Snowboarding, Pepsi, Full Thrown Magic and the U.S. National Rowing Team. All hand-drawn, with ink, charcoal and sometimes paint. https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1468004584529-XDSO3KDMPQQUCXZ29DX4/LFN-01_sm.jpg Work - T-shirts & Apparel - Pepsi "Live For Now" (Copy) Pepsi "Live For Now" I had been approached by senior management to design some gear celebrating the Live For Now global media campaign, apart from the standard, expected licensing apparel. Months of online global design and fashion trend research throughout websites and blogs in Spain, Argentina, Germany, Italy and Japan led me to these designs, a sampling of what is still available today in the Pepsi store. https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1468193625647-F2Q77N19HHKI2ANK71YX/C2E2_explore-02.jpg Work - T-shirts & Apparel - C2E2 T-shirt Exploration (Copy) C2E2 T-shirt Exploration https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1468194364468-2LKO220L2FQ2KLWRZCOY/board_sports_page.jpg Work - T-shirts & Apparel - Action Sports Apparel Designs (Copy) Action Sports Apparel Designs A small sampling of work from a wide range of action sports and lifestyle brand partnerships. http://www.mikegottschalkdesign.com/work/logo-design-r25ch monthly 0.5 2026-08-26 https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1738269243537-IQDVE992SNXZUJR161I2/BF_SHIRT_0305.png Work - Logo Design - Bottomfeeder brand (Copy) Bottomfeeder brand A pet-project still in its infancy.. “the anti Vineyard Vines” https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1738269256091-93S5X40DRPSS2858MBKH/BARN_RATS.png Work - Logo Design - The Barn Rats (Copy) The Barn Rats Local Newtown rock n roll band https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1468192919815-4S0ICGUQZBQPAOB57M52/LFM_explore-01.jpg Work - Logo Design - Leftfield Media, South Norwalk, CT (Copy) Leftfield Media, South Norwalk, CT https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1468193057236-TYHN7NV87TOEQ62I2S3F/LFM_explore-02.jpg Work - Logo Design - Leftfield Media Logo Exploration (Copy) Leftfield Media Logo Exploration https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1468193140362-SLJDOQIJ39FM3P5KXS28/MHP_explore-01.jpg Work - Logo Design - Meeting House Pub, Bethel, CT (Copy) Meeting House Pub, Bethel, CT https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1468193184728-0UQLTZ0T3RF7TDUD8A2G/MHP_explore-02.jpg Work - Logo Design - Meeting House Pub Logo Exploration (Copy) Meeting House Pub Logo Exploration https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1468193224328-DASLMHWZYSZ3AHCUHBRO/logos-01.jpg Work - Logo Design - Logo Design Examples (Copy) Logo Design Examples A sampling of many, for various brands and clients. https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1468193363434-VI7XH6FZ5QXGYTML0IM8/AB_Logo_fin.jpg Work - Logo Design - AquaBall, Irvine, CA (Copy) AquaBall, Irvine, CA Step #1 to build brand awareness. Draw a better logo! https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/91326991-4bf7-4590-8cf8-a39e84559b0b/JAKES_Jersey_Style_FINAL.png Work - Logo Design - Jake's Tavern in Washington D.C. (Copy) Jake's Tavern in Washington D.C. Logo design for march & apparel for upstart establishment in the neighborhood of Shaw http://www.mikegottschalkdesign.com/work/new-gallery-btaec monthly 0.5 2026-08-26 https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1737155445182-NQ4VMD03C1LQ7FIIF2IY/NEW_POS-01.jpg Work - POS, etc. - BODYARMOR POS (Copy) BODYARMOR POS A sample collection of campaign POS, OOH and static digital https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1737155460463-XAYPWXK3H6BZ2U02K4CL/NEW_POS-02.jpg Work - POS, etc. - BODYARMOR POS (Copy) BODYARMOR POS A sample collection of campaign POS, OOH and static digital https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1468112806041-27LSEEL9OGSKQJUYY1PV/sobe_pos-01.jpg Work - POS, etc. - SoBe POS & Promotional Material (Copy) SoBe POS & Promotional Material Proof that there’s more to life than just packaging, here is a small sampling of POS, event material and magazine ads. While at SoBe from 2001 – 2008, I was a key member of an exclusive full service in-house creative dream team. https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1468113200380-7UZ4PX02BP56YKJR64BL/sobe_event-01.jpg Work - POS, etc. - Event/Experiential: SoBe (Copy) Event/Experiential: SoBe SoBe was famous for its revolutionary approach to grass roots marketing. This indisputable fact was made possible by relentless, strategic guerrilla tactics, and provocative event and promotional creative. http://www.mikegottschalkdesign.com/work/produce-fnzl6 monthly 0.5 2026-08-26 https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1467944439039-7O7B11D3W0NB7X2T9CIQ/AB-01.jpg Work - Brand Identity - AquaBall Brand Visual Identity (Copy) AquaBall Brand Visual Identity A full 360 degree system designed for a brand that never had one. The critical piece of a relaunch into a new bottle with a new preservative-free formula, and the foundation of the "ZEROS Campaign" - an educational marketing campaign focused on the dangers of sugar for kids, and the importance of making healthy choices. For consumer-facing touch points and all facets of marketing to visually showcase the brand as healthy and refreshing, by featuring backdrops of white and splashes of water; bold type for maximum impact; and splashes of color to to tie back to the fun and irreverence of the Disney® and Marvel® characters... and to show that drinking water can be fun! Shown here are: package designs, POS, merchandising equipment, magazine ads and vehicle wraps. https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1468111536611-4YHQS7CBI0L3T0VMCVPH/pepsi-01.jpg Work - Brand Identity - Pepsi Visual Identity System (Copy) Pepsi Visual Identity System A bold and iconic global activation which was rolled out in 2014, featuring a new graphic framework across multiple touch points. The system featured beautiful, strategic visual communication, which was customized at regional and local levels. http://www.mikegottschalkdesign.com/work/packaging-68pzy monthly 0.5 2026-08-26 https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1747330672859-YRMF50AK7H0E3U5M2OQF/_002_SHOT__63____16oz_HEROIC_%2B%2B64%2Bcopy.jpg Work - Packaging - BODYARMOR Packaging Refresh (Copy) BODYARMOR Packaging Refresh If it’s possible to have a revolutionary evolution of already existing iconic packaging, this was it. Worked in tandem with agency partner on design and development, including intensive production phase and on-site press approvals. https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/4ca87df5-3be7-49a4-8c08-015c8731c406/2025_Walmart_BA-CHILL_LandingPage.jpg Work - Packaging - BODYARMOR CHILL LTO (Copy) BODYARMOR CHILL LTO We went for the icy chill vibe while still connoting patriotic red/white/blue for a summertime (2025) release. Explored and utilized premium metallic inks for each color. https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/278ff294-3a4b-4a8b-9801-10e4d25ed971/2025_Dude+Perfect_Social+Graphics_6656-02.jpg Work - Packaging - BA DUDE PERFECT LTO (part 2) (Copy) BA DUDE PERFECT LTO (part 2) We went for a radioactive neon green earthquake of sour apple flavor! https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1737155589709-85L131KVGQTGWZE76ESB/BA_Kobe_MambaForever_IG.JPG Work - Packaging - BODYARMOR MAMBA FOREVER (Copy) BODYARMOR MAMBA FOREVER We owe everything to Kobe, and honored him posthumously with this special edition Basketball Hall of Fame bottle, using custom metallic inks and holographic foil. https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1737155942537-Y3FYD5TH7GN2RZTLR0DA/ZERO.jpg Work - Packaging - BODYARMOR Zero Sugar (Copy) BODYARMOR Zero Sugar We resourced agencies but inevitably went with my clean and colorful packaging. https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1737156278562-1ZUKDRQHHOE26ZR9WQH6/BA_SD_Splash-TPF-28oz+copy.jpg Work - Packaging - BODYARMOR Tropical Passionfruit (Copy) BODYARMOR Tropical Passionfruit As Creative Director of Packaging & Innovation, I not only manage our label designs but create them as well. For this one I was inspired by sunsets viewed from our 4th floor office window in Whitestone, Queens, which led me to design this stunning background gradient. https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1737156094688-EABJ9051P1ZKUZ2AMSWC/BA-12oz-Dude-Perfect-Cherry-Berry_Three-Bottle-Lockup_MIXED_2024.png Work - Packaging - BODYARMOR Dude Perfect LTO (Copy) BODYARMOR Dude Perfect LTO My take on this unique and “zany” partnership with the dudes. These labels wrecked guidelines by cleverly angling a neon, glow-in-the-dark popsicle, generating huge consumer interest and incremental sales. https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1738418820542-85K0540DUKGHXFVGN1Q3/image-asset.jpg Work - Packaging - Joe Burrow LTO Bottle (Copy) Joe Burrow LTO Bottle Special Edition abstract label design produced with tactile ink and matte varnish. https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1738269926284-2OP5GXYM5U4AOM45BUID/connor.jpg Work - Packaging - Connor McDavid Special Edition (Copy) Connor McDavid Special Edition Canadian bilingual label featuring beautifully crafted illustration of the best hockey player on the planet. https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1737156060936-2CS6P32JFFK1F1I6M8FE/BA_SportWater_1-5L_TX_Net_Wet_wip2.jpg Work - Packaging - BODYARMOR SportWater (Copy) BODYARMOR SportWater Led the transition from a recessive silver label to this bold almost overpowering white version.. and the sales have reflected this move. https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1468107550344-BSNIUAHL9WIX0S7LBDNH/SBUX_DISC_shadow.jpg Work - Packaging - Starbucks Discoveries (Copy) Starbucks Discoveries My role as Starbucks A.D. was that of creative manager and consultant for the RTD (ready to drink) partnership. Every now and then I was able to pull in a solo design project, such as these Discoveries cartons. Keeping with the brand essence, I designed these packs to permeate the elegance and warmth of the coffeehouse environment. https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1468209496760-ORV7IM8SKQ71YX3RA4CJ/PL_tea.jpg Work - Packaging - Pure Leaf 4-Pack (Copy) Pure Leaf 4-Pack Fun to jump outside of your comfort zone every once in a while, and important for a designer to dive into fresh challenges. I was design lead on Pure Leaf for a year in the Design & Innovation Center, and was able to design packaging (such as this 4-pack), as well as art direct. https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1468208954005-3K3E3OL3Y3N45172LMYR/327599.jpeg Work - Packaging - Pure Leaf Tea House Collection (Copy) Pure Leaf Tea House Collection An elegant collection of premium tea. Worked with a talented design shop on this, and touched just about everything in this project, most notably bringing appetite appeal to dried tea leaves. https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1468108518521-9S4AAPC3CKRN1ZM91D86/sparkling.jpg Work - Packaging - Lipton Sparkling (Copy) Lipton Sparkling Everyone in the industry is well aware of the decline of the CSD, along with the growth of sparkling beverages. Sparkling waters have saturated the market, but sparkling tea officially belongs to Lipton! I partnered with a design agency in London to carve out a space for this interesting product - setting the gold standard for a category that should soon take off. For this pack we explored elegance and allure with the vibrant swirls of color and flowing bubbles and leaves, and balanced it with a word mark that is both whimsical and approachable. The most exciting aspect of this design however is the idea that we might have created a category color... "Gilver", a carefully crafted custom mix of metallics gold and silver. Pantone, it was my pleasure. https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1468002955985-AFHWS63J7GLEVWNZTXV8/AB_FLAVORS.jpg Work - Packaging - AquaBall (Copy) AquaBall Packaging redesign for AquaBall 2.0, featuring a new logo to dramatically improve brand identity; an illustrated wave connecting brand panel to Disney®/Marvel® I.P. (not shown); strong color-blocking to compliment clear product show-through; and much cleaner benefits communication. https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1467990168844-NI1XY1DSIG3EE34J6HRP/BRISK_24_v2_flat.jpg Work - Packaging - Brisk "Refreshing Artists" (Copy) Brisk "Refreshing Artists" “What does Sweet Tea mean to you?” That was my brief for Tristan Eaton. My brand partner and I were directly responsible for rebuilding the brand from the ground up, by developing the original concept, then launching the revolutionary "Refreshing Artists" packaging series in 2010. These designs showcased the soon-to-be burgeoning culture of street art, including original work from the likes of Matt Moore, Kiko Farkas, Morning Breath and Yuko Shimizu. We were excited to develop packaging that was even more compelling than the competitive 99¢ price point. Other ideas were considered (consumer-generated deviant photography being one of them), but we felt that original dynamic designs from artists spanning the globe would effectively reach our target bulls eye (multicultural urban youths), while not polarizing a much broader consumer group. As a result, Brisk joined PepsiCo's exclusive "Billion Dollar Brands" Club in 2012. All because of a good idea and a seven word brief. GDUSA Award Winner, 2010. https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1468195717714-U2WEA5HU4T5QZTQ94NZ7/maxresdefault.jpg Work - Packaging - Brisk Mate (Copy) Brisk Mate Exotic Iced Tea infused with the South American herb Yerba Mate. I worked with an agency to develop packaging which felt true to the origin and told a graphical story. https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1467991319878-8ZHQCK3LPQ6LDA673EOU/baseSoBe.jpg Work - Packaging - SoBe PET Board Designs (Copy) SoBe PET Board Designs Due to limited distribution, dwindling shelf space and high COGS, SoBe was bleeding money with virtually no return on investment. In order to rejuvenate the fading juices and teas business, I needed to create something revolutionary to ease core consumer uproar regarding the transition from the iconic glass bottle to a plastic replica. I also knew I had to design a package that was visually arresting enough in order to introduce the brand to a new generation of shoppers. What better than to tap into the strong brand heritage of snow, skate and surf culture? SoBe grew in popularity in the late 90’s and early 2000’s thanks to a massive grass roots movement and seemingly endless loop of action sports sponsorships... including a very successful partnership with Burton Snowboards. With a severe timeline, including coast-to-coast comsumer testing, I worked with Burton’s chief board design shop to develop labels that were both appetite-appealing and sensorially stimulating. These bottles are wrapped 360º with graphics that could live beautifully on the back of any board. Mission accomplished. GDUSA Award Winner, 2011. https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1468106907641-VSVNSXZ8AX6FXX7BBSNC/LWcoco.jpg Work - Packaging - Lifewater Coconut Water (Copy) Lifewater Coconut Water The brand strategy was to capitalize on the industry’s rapidly exploding coconut water craze, by marketing a “coconut water for the people” - i.e. a non-polarizing, great tasting product offering a subtle amount of the ingredient for the perfect amount of hydration. The design strategy was to explore vibrant category colors and innovative inks, leverage the beautiful contours of the uniquely shaped bottle and use the textures of the iconic lizard scales to create a quirky tropical canvas. The result was company among the category leaders, and a gold standard for sales in the Lifewater family. GDUSA Award Winner, 2011. PepsiCo “Crushed Can” Award, 2011 (for crushing Coke) https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1468002910824-S2Z9SJ7CW2IA8RSP46Z3/DEW_Chill-01_sm.jpg Work - Packaging - Mountain Dew "Chill Bottle" (Copy) Mountain Dew "Chill Bottle" The innovative Alumi-Tek bottle-can is a rugged structure that brought Dew marginal success in select regional U.S. markets in 2013. Even though research proved that it kept the product colder in the cooler, the design was no different than the standard plastic labels and cans. Looking for a unique way to convey to consumers "the coldest bottle on the shelf", I illustrated ice crystallization on to the pre-existing design, utilizing color-changing thermochromic ink technology. The back of the bottle featured a clever “chill meter” alerting interested consumers to the extreme temperature drop. The tech served its purpose – aesthetically and functionally. The Chill Bottle with color-changing ink brought the brand huge results within an incremental space, far exceeding targeted goal. https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1468109417927-L6BP4IBT96ZVM08GP2KW/ZEL164801_7E_AvantiAd.jpg Work - Packaging - Dew Tour Cans (Copy) Dew Tour Cans I wanted to craft some designs which captured both the energy of Dew and their two featured athletes, Paul Rodriguez and Danny Davis. These alluring 360º designs were featured nationally in 7-11 stores during the 2013 Dew Tour. https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1468208720191-JE5H3C47YY4FIP5QT3Z1/MD_DarkBerryTherm.jpg Work - Packaging - Mt Dew Dark Berry (Copy) Mt Dew Dark Berry LTO for The Dark Knight Rises, with the logos lit up with pearlescent ink mixes. Also shown: special edition thermochromic can. https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1468110045679-1FWQMDHBA65P544FHORK/gamefuel.jpg Work - Packaging - Mountain Dew Game Fuel (Copy) Mountain Dew Game Fuel This multi-tiered promotion paired Dew with Call Of Duty (Modern Warfare 3), to form the largest entertainment launch and most successful consumer-activated program in PepsiCo history. While given exclusive access to some breathtaking video game creative elements, this design project (across several pack sizes) was tricky in that I could not show offensive graphics, down to the even smallest detail. Strong leadership was key, as I was creative point to a demanding and “excitable” group, including the Dew brand team, PepsiCo senior executives, the game designers at Infinity Ward and their parent company, Activision. A trip out to I.W. headquarters in Southern California enabled me to take a crash course on game and environmental design, and truly dive into the world of Call Of Duty. https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1468111095679-OAMT7MG4Q6JCIYJ6JG2S/brisk_explore-01.jpg Work - Packaging - Brisk Conceptual (Copy) Brisk Conceptual This work highlights the breadth of amazing ideas generated from my initial Brisk Re-launch brief, including some forward-thinking deviant photographic concepts - even prior to Instagram exploding into pop culture. https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1468208212853-55VNCBTLNNQ8KLL03LNN/NEWnofear.jpg Work - Packaging - SoBe No Fear (Copy) SoBe No Fear https://images.squarespace-cdn.com/content/v1/577ec7b64402433a0706e07f/1468210196680-WN4GXQO4BCS5SLD1I1W6/craft2.jpg Work - Packaging - Pepsi Craft Cola Explore (Copy) Pepsi Craft Cola Explore Some concept designs as part of a deep and meaningful exploration, the end result becoming Caleb's Kola. Actually used spray paint and stencils here!