Branding, packaging and website design created by Percept for sports industry muscle relief product.
Initially requiring a logo evolution to capture a new audience, CrampFix approached Percept with the task, which then flowed on to branding, packaging design and a new website design. The brand is now strong, bold and simple, gaining in recognition and reputation in the competitive sports industry.
CrampFix provides muscle cramp relief to athletes, particularly those involved in competitive sports. The business had shifted focus from sports and medical to the sports and athlete market specifically, with visions to capture endorsements in the future.
The result was bold branding with crisp typography. The clean, green type representing the natural ingredients used in the product. The two arrows that form the ‘X’ indicate precision, focus and results, which are key values of the brand.
In conjunction with the new branding, packaging design for the muscle relief product was also developed. The concept was based around targeting pain points to keep you focused, while echoing the ‘X’ in the logo design.
Strong colour blocking helps to define the brand and establish clear information hierarchy. The arrow graphic device is instantly recognisable on shelf and draws attention to the CrampFix branding.
These graphic elements were rolled out to the outer carton and website design. Further to this, we added edgy black and white imagery of athletes for impact and dynamism, cementing CrampFix’s position as a leading muscle relief product for competitive sports.