DETOUR SUPPLEMENTS
Visual Identity
What do you do when your franchise is holding you back? On one hand, you have to create a whole new identity from the ground up. On the other hand, it gives you a chance to realign your business to your audience's needs without any baggage.
In other words, "Break the cycle. Take the detour."
Client | Detour Supplements |
Date | December 2024 |
Scope | Brand Strategy |
| Brand Naming Consulting | |
| Visual Identity |
Business Impact
"Even with the challenges of leaving an established name brand to seek an independent route, we have found greater success from our customers to our distributors. Our sales are up modestly year to year without the burden of additional fees, increasing margins overall."
Chris Peart,
Owner at Detour Supplements
Brand Strategy
Before December 2024, Detour Supplements was a franchise of Reflex Supplements. After years of experience in the industry, rising costs, and an ambition to do more, Chris and Kristen (owners) decided to strike out on their own. This meant developing a whole new brand identity from the ground up.
The health and wellness category is plagued by misinformation and confusion. Many people don't know what to do to meet their physical goals, and they can get stuck in a loop. Detour Supplements wanted to build a brand around empowering their audience and giving them enough momentum to break the cycle.
The Logo
The brand strategy led us to the narrative of momentum being a force that can give the audience enough energy to break free from their loop.
We created a logo mark that expresses the idea of breaking the cycle. The icon is repeating lines in the shape of the letter D, sliced and disrupted, letting their audience off their circular past and able to move towards their goals.
Visual Identity
Most brands in the fitness category either have a strong masculine identity revolving around one aggressive color and typeface, or a soft feminine identity revolving around pastel colors and gentle curved shapes. Detour Supplements needed to be distinct in their category. We developed a slightly muted and expanded color palette revolving around blues, yellows, and earth tones. And we chose Chaney, a sturdy but soft typeface designed by Atipo Foundry, to serve as the primary font.
We incorporated some paper textures into the identity to ground the brand's personality. And we created a variety of patterns to reinforce the message of breaking the cycle.
Brand Application
Like for most retailers, designing signage for the storefront was a high priority. We wanted to visually express the new personality and empowering message of breaking the cycle at a quick glance.
To promote the new business, we designed an initial line of apparel and shaker cups, billboards, and a complete Grand Reopening campaign.
"Middlename's hands on approach encouraged our input to sculpt a desired product together, instead of just providing us with a package we may or may not like. Kyle's attention to detail, thorough explanations, flexibility, and quality products will keep us collaborating into the future. This rebrand has allowed us to provide better service and support for our customers."
Chris Peart,
Owner at Detour Supplements
