Runderwear: creating an iconic identity for the leading running underwear brand

Fresh from winning The Running Awards ‘Best Underwear and Sock Brand’ in April 2018, Runderwear challenged us to create an instantly recognisable new logo and identity for the 5-year-old premium brand to set them apart in what was becoming a crowded marketplace and to help realise their growth ambition. We were also tasked with reconsidering their packaging and event materials to reflect the new branding.

We worked closely with Runderwear to understand their story, mission and what makes their performance underwear so innovative. We also carried out extensive market research including competitor analysis and visiting stockists’ instore displays, to see first-hand how the products were being showcased against the competition.

This allowed initial ideas to reflect the journey the founders and brand had been on, which in turn reflects the journey customers (runners) go on themselves.

This concept was developed and eventually formed the brand marque within the logo lock-up that also contains the logotype and strapline.

Typography plays an important role within the branding; well-considered use of bold and confident fonts reflects the technical and performance aspect to the products and a softer, editorial style font appeals to the community aspect of the brand and sport.

The strong visual identity was crucial to create market differentiation for the ‘original’ product, which now faces increasing competition. We evolved the existing blue from the brand palette, creating impact with a vibrant gradient that can also be overlaid across images to create photography that is ownable. We also developed a suite of illustrated icons that identify the product range on packaging and brand patterns to create interest on large format event stands.

The new logo and branding began rollout late 2018, with new packaging due early 2019. The vivid new identity has helped to increase brand awareness and provide consistency across all brand touch points.