High 5 is a leading player in the endurance sports nutrition market. Although primary aimed at distance running, cycling and triathlon some products where increasingly been used by lifestyle fitness people. High 5’s primary objective was to increase their market share. Introducing more people to a wider array of recovery products as well as throughout the day health products which felt more approachable, supporting people in leading a healthier and more active lifestyle. The existing brand design focus is on each specific product rather than the High 5 brand. As a result, consumers often miss the brand, and think they’re entirely separate brands. Even when displayed together, they don’t look like they belong together. There’s no branding to bring them together as HIGH 5 is so recessive.
The sports nutrition market is very saturated with brands that have a masculine high performance look which puts off a lot of lifestyle users. High 5’s position is to deliver expertise but keep an inclusive and accessible positioning. Helping people either exercising for the first time or a professional athlete achieving their personal goal with a high performance range that delivers functionally but also has a great tasting natural flavours.
‘The brand marque is key to the designs success.’
In any sport you need encouragement to help you push on to the end, especially when you are facing an energy dip. The High 5 name suggests a positive encouragement but graphically didn’t Capitalise on this. By simply developing the brand mark to reflect a hand we spoke to a universal language and created an iconic positive of encouragement and achievement while been approachable in an memorable way. The clean simple lines and upward movement through the fingers suggest dynamism and speed build High 5 as an endurance brand.
The new pack architecture, combined with prominent brand marque means the packs feel cohesive , with a clear master brand. The consistent pack architecture along with a differentiated structure, means customers are able to easily differentiate between different product and flavour variants.
Simplifying the naming also helps customer quickly understand each product. Before/during /After signposting is helpful for novices and elites alike.
The use of white , combined with fruit imagery and the vibrant brush strokes give the brand a contemporary, up market feel but also communicates a flavoursome natural product that contains real fruit juices. High 5 can differentiate itself not just in terms of standout and appetite appeal , but also by communicating that the brand is different to other ‘macho’ brands on shelf and online.
High 5 as a brands heart land is sponsoring and owning sporting events it was important to create an iconic brand that would stand out and appeal to peoples sense of achievement. The simple iconic unpretentious brand mark and colours delivers huge stand out and credibility at these busy events.
The foam hand suddenly makes the brand come to life and more cohesive giving it meaning and allows its personality to come through. This understanding links the brand with the emotional aspects of competing, with the support and sociable feel this can bring.
“People spontaneously reference how uplifting it can be to have spectators high five them as they run or cycle.”