14 years ago up to present day, Candace was worked with Torq. She was asked to design a brand identity and packaging for a new UK start-up named Torq, a truly unique line of energy products and fitness consultancy. The Torq brand needed to be unique and appealing to both men and women equally. The Torq product line was developed to satisfy the needs of professional and high calibre athletes. In the late 90's many of the energy products catered to some of the needs of athletes but as Torq discovered, not all, and this was to be their unique sales proposition. The Torq product line needed to quickly make an indelible mark in an already over saturated energy bar & drink market.
To create a brand that would satisfy both the needs of packaging a product line as well as branding a fitness consultancy that would stand the test of time. The result was to develop a brand that wasn't trendy, rather classic with a contemporary twist, as well as sophisticated but had some punch. Hard, yes, but possible. The approach, a refined look and feel didn't fall into the trap of the typical energy graphics of the time; bold, brash and aggressive graphic approach.
Torq's point of difference both visually and in reality was not only the quality of the product but the scientific approach taken for making the product and it's packaging. All of the designs have a no-nonsense look and feel, and in someway display a scientific aspect of each product. It wasn't long before the Torq line had differentiated itself enough and dominanted the energy food market in both the UK and Australia.
Identity, branding, livery, packaging, advertising, branded clothing and promotional items.
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