Helping athletes perform at their peak

Premax is a sports skincare company founded by renowned sports physiotherapist Randall Cooper. Over the course of a few short years Premax had established itself as one of the pioneers in high performance sports, exercise and skincare. With his sights set on international growth and a passion for quality and innovation - Premax engaged The Edison Agency to help strategically reposition the brand with new visual identity system, storytelling approach and packaging design. Edison’s focus was to elevate the brands visual expression and align it to the premium reputation it had already established in market - with leading industry retailers communicating that their previous design was a key barrier to stocking the range.

As Sports Skincare is an emerging category, it was important that the new design amplified Premax’s pioneering leadership with a unique, sophisticated and minimal design that captured the style and function of its high-performance range. The branding solution is based on the idea of fusing science with style - elevating the product design from a scientific and functionally based aesthetic to a lifestyle brand that customers and consumers are proud to be associated with.

Due to the growth in products on offer, range navigation optimisation was also needed to ensure current consumers were able to find their favourite products, while new consumers would easily be able to navigate the full range. The sensory outcomes of the packaging design were all lifted - the packaging vessels are now more ergonomic to use, the print embellishments elevated using quality matt finishing and multi-sensory accents to help build the brands quality credentials.

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