E-Commerce giant Flipkart in collaboration with India’s first home grown fitness brand - HRX was launching a new audio brand. Which prompted us to create the visual identity system, on-platform & other digital assets for the brand.
Brand HRX, built by Bollywood actor & fitness icon, Hrithik Roshan was an already well-established fitness brand. At the core of the brand was its mission of enabling and supporting people to be the fittest, happiest and most confident version of themselves. HRX Audio brand was a part of the same mission but had to find its unique voice within the audio category.
Interestingly, our consumer was a 30-40 yr old, both a fitness & music enthusiast. Fitness and music go hand in hand. How many times have you liked to play music while working out? There is something about music that enhances our workout experience. Music directly impacts our mood, calming and creating positive energy in our minds. Research reveals that music is a workout for the brain.
So if brand HRX works on the physical level, music works on a subconscious level and together are a robust combination in helping us be fittest, happiest and the most confident version of ourselves. Music takes fitness to another level, a different zone. We defined, created and crafted a brand identity system for this zone called ‘HRX Audio’.
Each element within the identity system be it the colours, product shots, lifestyle imagery, typography, iconography or the writing, reflected this zone. It is a zone of high energy, mindfulness, inner and outer happiness, dynamism and perseverance to be the best version of oneself. Each piece of design and communication was built for the launch, be it the brand film, store page and other on-platform & digital assets.
Launched at the peak of the 2020 lockdown, HRX Audio products were a huge hit with unexpected sales and most models going out of stock.