Grip Metaphase defined a new sports bottle paradigm for GATORADE with "E.D.G.E." - Ergonomically Designed Gatorade Experience. The innovative design is all gear with a choke hold grip, grip zones and a mouthpiece designed to fit your lips precisely. Metaphase conducted observational perception and ergonomic research across 14 sports venues and with more than 200 consumers in several markets throughout the United States. With "E.D.G.E." Metaphase redefined the sports drink category with a package design that is as sophisticated and as cool as the drink itself. A. The patented mouth cap is based on an anthropometric study on lip size & shape, and a consumption study. B. The primary grip zone "choke-hold" is scaled to accommodate 5th to 95th percentile hand sizes. C. Contours on the main bottle body are scaled to fit finger diameters and drive a sports equipment look & feel that's all gear.
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