Packaging branding concept for running equipment focused on safety and high visibility.
The brand name combined visibility and fitness and incorporated bright neon green and the chevron symbol rotated on its side to also mean movement.
The packaging graphics mimicked a dark night and the visibility of the high key neon green that is used on the product. Behind the product the chevron pattern was subtly printed. The packaging shape repeated the chevron arrow giving more branding and making the packaging more distinct.
Every package used a icon system for safety features and a violator such as “be safe, be seen” as the “why buy” supported by a lifestyle inset photo.
Packaging consisted of blister cards, header cards and vinyl pouches.
Creative Director: Mark Huntoon
Art Director: Susan Quint