Sportline sells sporting goods that monitor a healthy life style; some products include: heart rate monitor, pedometer, and stop watch. The current Sportline brands attracted a lightly more mature crowd with an average age of 50 years old. The challenge is to refresh the brand image and attract a younger audience. Furthermore, the current way of categorizing the products is confusing to the users. Besides bringing a fresher look to the brand identity and the packaging, a new product categorization was introduced to the audience.
The new approach for Sportline is focused on enhancing motivating workout experience by connecting with others that share the same lifestyle, moreover, appealing to new consumers by the efficient usage of packagings and a simple naming and categorizing system. Depending on the intensity level of exercising, the audience can choose from the following categories: Walk (for beginners), Jog (for intermediate users), and Run (for advanced users).
The inspiration of the packaging form comes from the traces the exercisers leave behind. Depending on the intensity of the activity, the shape of the foot print varies.
The color coding system signifies the nature of the activity: green for beginners (meaning peaceful, harmonious, and well-paced energy), blue for intermediate users (meaning enhanced energy) and orange for advanced runners (meaning ambitious, healing, and energetic). Eco-friendly material like PET and paper pulp were used in the package.