Hit Fitness

Founded in 1980, Hit Fitness has evolved from a small local sports equipment shop to Ireland’s largest and most trusted online retailer of sports and fitness equipment dedicated in supplying the highest standard of product, care and service.

Project Overview

Client: MCSport
Sector: Sport & Leisure
Category: Brand & Packaging

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The Challenge

As part of their plans to launch a new product range, MCSport asked me to help them develop their new HIT Range brand and packaging. It was important we quickly developed a house style for all the brand material that could be easily applied to a variety of shapes and sizes of boxes due to the very tight deadlines and challenging print lead-times from China.

The Solution

In order to define colours, illustration styles, typeface selection and creative direction, we presented several rough ideas and a Pinterest mood board that both myself and the client could collaborate on. To determine the proportions and dimensions of brand elements, we mocked up visual prototypes of the boxes and packaging labels using the supplied cutting forms.

We presented three very different creative concepts to stakeholders and asked for their feedback on style direction. We decided to use a geometric pattern with solid brand colors that were coded according to each fitness sector of their business. Prior to artworking high resolution .pdfs to forward directly to the printer, I briefed the client on photography direction for both product and lifestyle shots to be used on the final packaging.

The Result

Over 50 product items were packaged with the new colour coded branding, including user guides and printed promotional material. Our team turned this around in two weeks to meet client deadlines, and the feedback from customers online has been very positive. As MCSports adds new products to their production line, they can easily create packaging for them using the new design system.