HIIT Me – Punk aesthetics for design that packs a punch.

A plant based high energy protein brand for people who train hard and hit harder. An opportunity to break the misconceptions of vegan food products and champion inclusivity in the high intensity fitness industry. 

In the early stages of talks with the brands founder, Phil Sargison, I mentioned the concept of being the “punks at the tea party” and he was sold, we had our creative attitude, giving rise to the underdog. Visual inspiration was found in the punk design aesthetic of hand-made fanzines and gig posters, paying close attention to their DIY attitude and apathetic approach to design.

The branding followed this ethos, with large parts of it being hand finished and intentionally unrefined, bringing a spirited attitude with obvious signs of human interaction. The tone of voice followed the visual language, both being brash and playful, inspiring and energising, bold and daring, finding the power to go one last round. 

The end result is a powerful, hard-hitting identity that is packed with attitude and flavour, expressing its mischievous energy across food packaging, boxes, marketing and social media campaigns. 

The identity roll-out encompassed everything from printed and digital online marketing materials, social media templates, way-finding and site signage, events branding and overseeing the update of their website.