KLEAN ATHLETE
KLEAN ATHLETE
Creative Direction. Art Direction. Storyboarding. Design. Web. Social. ECRM.
Brand refresh for American sports nutrition company following acquisition
Agency: THG Studios
An already established and respected brand before being acquired by Nestle Health, identifying where Klean wanted to sit within the market was key. We had a logo and very basic guidelines to work with, but were given freedom to explore how to bring the brand to life visually. A big part of the message is the NSF accreditation for the products - no illegal substances (so safe for competition) and transparent, ethically sourced ingredients.
Aimed at both professional and amateur athletes, the concept is to show real people in real scenarios, up close, seeing the blood sweat, tears and commitment required to be a dedicated sports person, showing Klean Athlete being with you through every last bead of sweat. We also introduced a ‘drone’ effect photography style for a couple of reasons; to highlight the scientific efficacy of the products, it would be like looking down a microscope at little organic cultures moving about, before realising you’re looking at a bike race or some downhill skiers, and secondly it was a great way of highlighting the breadth of Klean’s sporting portfolio in an unusual and unique way.
Graphic device
The Klean ‘chevron’ in the logo was an obvious choice for the key graphical device.
We championed this and used it in everything from patterns, to image mask/holding devices and icon designs, with the intention of it becoming ubiquitous with Klean Athlete brand communications. I designed a series of icons representing the core sports Klean athletes compete in, with the K chevron forming part of each ‘athlete.’ I kept the other elements very simple and always tried to instill a sense of movement and dynamism.
Brand video, used on site, YouTube paid ads and social channels
Brand awareness
Thinking of ways to raise brand awareness within the athletic/elite sport community…
A pack of Klean playing cards for use between races or travelling to an event. Free giveaway at sporting events/conferences etc.
Klean Team
Klean’s very own team of sponsored athletes are known as the ‘Klean Team.’
There was no logo or identity for the Klean Team, so we felt it important to brand it up and create more of a sense of belonging. Again, starting with the K chevron, we created an on-brand, ownable identity for these elite athletes to wear with pride.
Brand Guidelines
A selection of pages from the full brand toolkit I developed as the culmination of the refresh.
