Results
- 2product lines: isotonic drinks and protein snacks
- 1name, logo and packaging system
- 18–35parkour and extreme-sports athletes
The problem
Generic fitness supplements don't speak to parkour athletes. The brand had to stand out and fit an active, on-the-go life.
I studied the sport's moves and how it imitates nature: apes in an urban concrete jungle.
Key decisions
- 01
A name rooted in the ape
Ape in Afrikaans is aap, its long a written with a diaeresis: äp.
- 02
The dots move below
Moving the diaeresis under the a balances the mark, and the dots become the accent color.
- 03
One system, two products
Isotonic cans and protein snacks share one flavor-coded system.
- 04
Shot in the city
Athletes doing stunts in the city, photographed by Ben Franke.
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