Awards: 2022 American Advertising Awards - Bronze Medal
Background: Element is a dynamic fitness and wellness brand dedicated to empowering and enhancing the performance of top athletes. Drawing inspiration from the elemental forces of fire, water, earth, and air, Element presents a cutting-edge and scientific approach to fitness and wellness. The brand's visual identity reflects its minimalist, modern, and clean aesthetic, embodying the essence of its core values.
Problem: The challenge at hand was to design packaging that would capture the brand's edgy personality while deviating from the conventional appearance of wellness products commonly found on store shelves. Element aimed to visually communicate its energy, modernity, and technological advancements through sleek black and white packaging, punctuated by bold accents of carefully placed colors.
Solution: Aligned with the four elemental inspirations, the branding elements consistently reinforce the aesthetics and purpose of Element across its visual identity and packaging design. The logotype itself embodies strength and movement through a combination of rounded curves and sharp terminals, visually representing the brand's core qualities. Complementing the logotype is a hand-rendered logo mark featuring a dynamic letter "E," which adds a sense of fierce motion. Additionally, custom iconography representing the four elements can be used individually or as a group to visually connect the products to their inspirations. Lastly, the implementation of gradient blocks throughout the collateral effectively conveys a sense of movement and vitality.
Through meticulous design choices and cohesive branding elements, Element successfully stands out from the crowd, showcasing its distinctive personality and cutting-edge approach. The packaging design captures the brand's essence, incorporating sleek black and white visuals with strategic pops of color. Element's commitment to innovation, energy, and modernity is palpable, leaving a lasting impression on consumers and setting it apart from traditional wellness products.
