A strategic brand design studio
helping meaningful ideas grow in the world
A Category Originator Energized by Design
GU is one of those vanishingly rare brands that managed to invent a new category: gel-packeted, high performance sports nutrition. Emerging in the ‘90s, the little pouches that pack a punch were soon a staple at every race, meet, competition, and training run across the country and around the world.
As the market filled out with imitators, it was necessary to elevate and differentiate the logo, design system, packaging, video communications, marketing, and event design of GU from that of just an originator to being the undeniable best. That’s where our close collaboration came in to make a difference.
Brand Immersion & Research Brand Strategy & Design Logo & Identity Program Design Creative Platform Design Strategic Communication & Key Messaging Advertising Campaign Concept & Design Packaging Design Video Concept & Direction