Mike Tyson's IM-21

Hit like iron, fight like hell.

As creative director and lead designer, I developed the brand and visual identity for IM-21 — Mike Tyson’s supplement line named after Iron Mike and its 21 active ingredients.

To communicate the dual nature of the supplements, designed for AM and PM use, we created two distinct design systems. The AM formula, Burn, is represented through a heat signature-inspired aesthetic with warm, energetic tones, while the PM formula, Build, uses cooler, calming colors reminiscent of thermal imaging.

This dual approach visually narrates the product’s purpose: energizing the morning and supporting recovery at night. The dynamic color shifts and graphic elements reflect the science behind the supplements, bringing clarity and balance to the brand.

I also led packaging design, crafting distinct yet cohesive looks for the AM and PM products that stand out on shelves while clearly differentiating their use. On the web, I designed a seamless, engaging experience that mirrors the dual system — helping users understand the product benefits and easily make purchases.