Hit Fitness

Established 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: MC Sport
  • Sector: Sport & Leisure
  • Category: Brand & Packaging
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The Challenge

MCSport got in touch with me to help develop their new HIT Range brand and create packaging for the new product range they were planning to launch. As the deadlines were very tight due to wanting to sell over the Black Friday sales and the challenging print led-times from China, It was important we quickly developed a house style for all the brand material that was easily applied to different shapes and sizes of boxes.

The Challenge

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

We presented 3 very different creative concepts to the stakeholders and asked for their feedback on style direction. Once this was all agreed upon, we decided to use a geometric pattern with solid brand colours that were coded for each fitness sector of their business. I then briefed the client on photography direction for both product and lifestyle shots to be used on the final packaging before artworking high resolution .pdf’s to forward directly to the print company.

The Result

Packaging for over 50 product items was created with the new colour coded branding including user guides and printed promotional material. We managed to turn this around with 2 weeks to meet client deadlines and the feedback from customers online has been very positive. MC Sports now also has a design system created that they can easily create packaging for new items as they add to their production line.