The Challenge

Recode is a digital retailer of compression wear, technical sportswear specifically for the martial arts category.

Packaging design agency, Percept, was engaged to discover a true point of difference in the heavily flooded fitness and sportswear sector. In doing so Percept created branding that reflected their USP through fluid brand positioning, visual identity and a cohesive suite of product packaging design.

The Solution

After a discovery session, the Percept – packaging design agency gained an understanding of the sportswear product, the fitness market and how the brand varied to the competition. Most products on the market simply focused on breathability and flexibility, whereas Recode focused on the techniques of fighting, so the branding solution needed to be centred around Resilience, Resistance and Recovery.

Re: then became the foundations and constant of the branding to align with the brand positioning and brand name. The branding also emphasised this thinking visually using an extended font system to evoke resistance paired with tight kerning subjective to the nature of compression.

Creative direction of the global photoshoot also allowed the team at packaging design agency, Percept, to capture the true essence of the sportswear product through strategic photography, whilst testing the durability of the Recode range.