SURGE
2024
branding
about
By positioning SURGE as a catalyst for extraordinary achievements and healthier earth, this brand identity project aims to inspire and empower consumers to push the limits of what’s possible, both for themselves and for the global community.
SURGE is a pioneering sports nutrition brand that transcends traditional boundaries by combining empowerment, sustainability, and limitless potential. The objective was to create a visual identity that not only resonates with athletes and fitness enthusiasts but also embodies the brand's commitment to plant-based nutrition and environmental stewardship. Drawing inspiration from the brand’s core values, the identity reflects a modern, clean aesthetic infused with nature-inspired elements to emphasize health, vitality, and eco-consciousness.
target audience
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Athletes
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Bodybuilders and Strength Athletes
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Fitness Enthusiasts
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Active Lifestyle Consumers
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Weightlifters and Powerlifters
brand nomenclature
The word "surge" evokes a sense of power, energy, and momentum, which aligns perfectly with the goals of a sports nutrition brand. It conveys the idea of a sudden, powerful increase in strength or vitality, reflecting the brand's focus on enhancing athletic performance and fueling active lifestyles.
Surge suggests forward movement and progress, symbolizing continuous improvement and advancement in fitness and health goals.
tone of voice
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Confident: The Surge brand exudes confidence, speaking with conviction and assurance.
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Motivational: Surge inspires and motivates its audience through uplifting and motivational messaging
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Energetic: The tone of voice for Surge is energetic and vibrant, reflecting the brand's focus on vitality and vigour.
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Authentic: Surge communicates with authenticity and transparency, speaking honestly and openly with its audience.
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Empowering: Above all, the tone of voice for Surge is empowering. It uplifts and empowers its audience, reminding them of their inner strength, resilience, and potential.
style guide
final logo
