Building on brand legacy to modernize packaging, art direction and brand identity.
Art Direction, Design, Motion Graphics
Harbinger had been a market leader in the strength training market for almost 30 years when it was added to Implus’ new fitness. Our creative department was tasked with exploring ways to ‘refresh’ Harbinger’s design while retaining key historical conventions.
Though Harbinger has maintained a strong presence within the fitness industry they still suffer from very little name brand recognition despite being widely used by amateurs and pros alike. With very little customer research we weren’t sure how far we could depart from previous design. There was the added hurdle of accounting for the massive number of SKUs when creating packaging direction.
Previous Branding & Art Direction
The look and feel of strength
Workout gear is always tricky to select because it will ultimately depend on the feel and function which is different for everyone, so I opted to focus on painting a very clear picture of what someone can expect to ‘feel’ during their workout.