Premax, a sports skincare company founded by sports physiotherapist Randall Cooper, sought to elevate its brand for international growth. Despite its established premium reputation, Premax faced challenges with its previous design, which deterred leading retailers from stocking the range.
Premax engaged The Edison Agency to reposition the brand with a new visual identity, storytelling approach, and packaging design. The goal was to align the brand’s visual expression with its high-quality and innovative reputation, emphasizing its leadership in the emerging sports skincare category. Edison developed a branding solution that fused science with style, transforming Premax from a purely functional brand to a lifestyle brand. The new design is sophisticated and minimal, reflecting the style and function of its high-performance range.
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.
