Runnr
CASE STUDY: Giving and old brand a new set of legs
CHALLENGE
Founded in 2009, Runnr was the first running specialty store in the Philippines that offered gait analysis, foot scanning, and custom insoles. Runnr was left in the dust ... Needed to bring back with a fresh new identity that is inviting, energetic, and ... Needed to turn over a new leaf, bring back the
SOLUTION
To bring new life and celebrate a decade of Runnr, we created a cohesive visual identity that spans across packaging design, signage and retail experience, among others. This strong, unifying identity cements Runnr’s place as the go-to destination for running essentials and the cornerstone of a healthy running community. The partnership ultimately resulted in a fun, bold, approachable brand centered around their central philosophy.
INDUSTRY
Retail
Health and Wellness
OUR ROLE
Rebranding Strategy
Branding & Identity
Brand Guidelines
Packaging
COLLABORATORS
Animation by Paolo Nañagas
REVISITING THE PAST
Refreshing this active brand meant creating a deeper understanding of where the old Runnr brand was and where we were going to take it. We worked closely with the Runnr marketing team to understand and actualize their goals for the rebrand. Through our Discovery workshop, we dissected marketing research, performed visual audits, canvassed retail stores, and conducted interviews to help craft a rebranding strategy that puts the brand’s best foot forward.
How do we bridge the heritage and legacy of the current brand, with where it needs to head to?
RUN YOUR PATH
We believe that the foundation to great design is thoughtful brand strategy. The underlying thread we uncovered is that for every runner, there’s always somewhere to go. Whether you’re jogging around the neighborhood, sprinting towards that finish line, or charting new trails on your own—one thing is certain: a path lies ahead, waiting for it to be taken.
Runnr helps you stay focused on the journey, making sure you get to your destination.
SPRINTING AHEAD
The goal was to create an identity that embodied that individual running journey. To solidify/ground the brand refresh, the updated logo says goodbye to the angular, static human figure and introduces a running man with softer edges sprinting forward. The new custom typography for the wordmark makes use of curves strokes to tie into the idea of paths and the journey that different runners take.
The overall identity came to life using a palette of dark hues with a pop of the original Runnr orange, bold typography, informative graphics and iconography, and dynamic lines that run through images of people in action or empowering/driving statements.
Sample quote for the case study would be great to put in here.
— TOBY OR ANDY
RETAIL EXPERIENCE
With stores located in premium locations around the metro, the retail experience needed to complement the new identity through their paper bags, uniforms, and signage templates, among others.
EDUCATE AND NURTURE
Runnr sees itself as nurturers and educators to aspiring and active runners, which is why they pride themselves on having the technology to perform a gait analysis and 3D footworx scan in-store. To augment this technology and to help make the information easy to digest, we’ve created signage and icons to explain them further.
Icons indicating the type of gait are also used as part of a shoe tagging system to identify which pair is the right for you. Other supporting icons were also created to provide essential footwear details for items on display.
Runnr is one’s partner and companion every step of the way. From understanding your gait and foot type, picking the right shoe, training and exercises, to achieving your goals.
Sample quote for the case study would be great to put in here.
— TOBY OR ANDY
PACKAGING
Trickling down into the brand’s in-house products, we devised a color-coding system that distinguishes the basic running essentials from items specific to trail-running.
STEPPING FORWARD
We believe that the foundation to great design is thoughtful brand strategy. The underlying thread we uncovered is that for every runner, there’s always somewhere to go. Whether you’re jogging around the neighborhood, sprinting towards that finish line, or charting new trails on your own—one thing is certain: a path lies ahead, waiting for it to be taken.
ENGAGEMENT
The launch of the new store in Bonifacio High Street resulted in positive reviews from the community.
50%
Increase in foot traffic
50%
Increase in revenue in the first month
50%
More social media engagement