Imbold
A new sports supplements brand set out to challenge a crowded, often intimidating category — defined by complex products, overpromising and noisy communication — with cleaner, more transparent formulas and a more mindful approach to nutrition.
We worked to define a clear positioning and build a brand identity that stands apart from the category’s typical language of intensity, exaggeration and instant results.
Strategy
+
We started by understanding both the competitive landscape and the evolving expectations of a new type of consumer — one who seeks steady progress, balance and clarity in what they consume, and wants to support an active lifestyle without overcomplication. At the intersection of this insight and the product philosophy, we defined a positioning built around supporting people in their own rhythm. This idea was captured in the brand promise: “Keeps you on track.”
Name
+
The name Imbold, derived from the English “embolden” and referencing the Romanian word for “impulse”, was created to feel familiar, direct, and easy to decode. It suggests a simple push forward — a reminder that progress doesn’t require extremes, just consistency. This makes it stand out through clarity and relatability.
Logo
+
The identity is built around a directional symbol that conveys focus, balance, and forward movement. Its geometric construction creates a sense of stability and intention, reflecting the idea of staying on course rather than chasing shortcuts. The symbol becomes a strong visual anchor across all brand touchpoints.
Packaging Design
+
We developed a master packaging system built around a strong, directional visual device derived from the logomark, which not only reinforces the brand idea but also structures the entire layout. This allows for clear differentiation between product categories while maintaining consistency across formats. The portfolio architecture was organised around consumer goals — Active Life, Muscle Growth, and Health & Recovery — making product selection intuitive and relevant. Each category is supported by a distinct colour code, ensuring immediate recognition while preserving a cohesive system. To accommodate multiple flavours without overcomplicating production, we introduced a flexible layer of graphic stickers inspired by the identity. These allow for clear flavour communication while maintaining visual impact and scalability.
Visual Language
+
The visual system is designed to communicate clarity and control. Structured layouts, bold yet minimal graphic elements, and clean typographic hierarchy ensure that information remains accessible and easy to navigate. The identity moves away from the visual noise of the category and instead creates a calm, confident presence — one that feels modern, balanced and grounded.
