Minneapolis branding + design agency, Kick, partnered with Tone It Up®, a California-based online fitness and lifestyle community, to bring their strong social media-driven brand to life on a full line of fitness equipment hitting Target® shelves this January — just in time for New Year’s resolutions and your January detox!
Led by co-founders, Karena and Katrina, Tone It Up has created an online following to be reckoned with. Their California beach-vibe brand is bubbly, inspirational and inclusive — encapsulating female empowerment, which is so very relevant at this time. They have millions of followers across their social media platforms and have caught the attention of big-box retailers to bring products bearing their Tone It Up brand into their stores. Target has gotten behind the Tone It Up brand to ride their wave of success. Tone It Up protein powders and bars were already on shelf in Target stores, and the retailer wanted to get behind the brand even more to offer their guests a line of Tone It Up fitness equipment.
This is where Kick comes in. The challenge was to translate the strong social media and online brand for Tone It Up into packaging that 1) represented and extended the brand and 2) could stand-out on shelf (vs just online) and create a presence to compete with big fitness equipment competitors within Target. The line includes dumbbells, jump ropes, flex bands, booty bands, fitness socks, water bottles and a bombshell ball.
Kick recognized the importance of Karena and Katrina, as well as the California aspirational lifestyle and bright, beachy imagery and brought these elements to every package. No matter how small!
“Working with the Tone It Up team was a great experience. Understanding what they are doing online and on social media, who they are and what makes them successful with so many women was key to success. We were able to translate a digital platform brand to an in-store experience without losing a step,” says Kick co-founder and executive creative director Stefan Hartung. “We brought our packaging expertise to the table allowing form and function to excel at endcap and inline on shelves.”
In addition to envy-inducing beach photography, every package features work-out tips and encouragement to lead a healthy lifestyle. Kick worked hard to create a flexible packaging system that works well across the variety of products.
Most importantly, every design reinforces the Tone It Up philosophy — to live your happiest, healthiest and most confident life — all in trendy colors so every Instagram selfie is on point!.