The Brief
We were approached with a brief for a new brand, delivering orthopaedic-designed thermo-theraphy products. Initially, it was to be heat packs/cold packs, but also creams to aid recovering extreme athletes. We were told it needed to be “super modern”.

The Process
We engaged the client in our BRAD process, which included deep research, workshops, consultations and hypothesis meetings. When someone says “super modern” it’s an extremely subjective statement. So we shared a collaborative Pinterest board to see what the aesthetic expectation was. In short, it was actually very futuristic. A rare and exciting brief. (Imagine having a Pinterest board that was somewhere between Aliens and Wim Crowell.)

We ran our naming process, shortlisting 80 names that had good trade mark prospects. Through two rounds of testing, we settled on the Norwegian word “Rygg” which refers to your back/spine area. We created several other naming elements to deliver the verbal brand narrative and identify product features, benefits, and even claiming a new product category (Thermonics™).

We knew this was going to be a custom-type design project and really wanted to push the typography. The odd collection of type characters made this challenging. The logotype design is deliberately unique, we think it’s a lot of fun.

Outcome
The client was very happy with the modern look and feel, they’ve held off for over a year of top secret product development and medical clearances and are now just starting into the marketplace with some great traction amongst elite extreme athletes. We were very happy with the whole solution, only some of which can be released here at the moment. (watch this space).