We were tasked with reimagining and bringing clarity and consistency to the Speedo product packaging line. As part of this initiative, we identified and categorized three distinct levels of swimmer enthusiasts: recreational, fitness, and competitive.

To visually represent these levels, we introduced a concept called “water plates”, using varying water depths as a metaphor. The packaging features a gradient of water tones to signify each category:

• Recreational swimmers are represented by the shallow, aqua-green hues of a calm pool.

• Fitness swimmers are denoted with mid-depth, medium-toned blues.

• Competitive swimmers are marked by the deep, dark blues of open water, evoking intensity and performance.

This color-coded system brings intuitive navigation, visual harmony, and a clear hierarchy across the Speedo packaging range.