Hasta La Ideas

Design studio Mucho has created a striking brand identity for a new skincare range aimed at sportsmen and women.

Fisix was set up by four friends who run marathons together and struggled to find products to suit their athletic needs: they needed items such as sunscreen that would absorb quickly without temporarily blinding them when it trickled into their eyes; and soap that would protect them from fungal infections after hours of running.

The group approached Mucho in Barcelona late last year, which devised the Fisix brand name and product packaging.

Mucho’s identity system combines pastels, dark grey and serif type and is designed to appeal to a unisex audience. The name Fisix was also chosen for its unisex appeal and to reflect the brand’s association with physical activity and science.

“It’s about the desire to push yourself to the limit physically, whether you are in your twenties or your sixties and whether you train for three days a week or three hours. The final x adds a little urban appeal,” says creative director Pablo Juncadella.

The Fisix range includes shampoos, moisturisers, sunscreens and gels that can be used before, during and after sports. Each product’s packaging features an abstract shape reflecting the markings used on the court or field of whichever sport or activity the product targets.

“We looked very carefully at the graphics, type and colours to create a mixture that would be technical enough and aspirational enough and have the ability to attract both genders in a market (cosmetics) where they very rarely mix. The pastel colours seemed to suit that very well,” adds Juncadella.

It’s a sleek and a strong design that should appeal to professional and amateur athletes alike.

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