Idea: Defy Comfort

Vista Outdoors knew there was an opportunity for a direct-to-consumer performance supplement, but needed help to define the brand strategy, naming and design before launch.

Vista Outdoors knew there was an opportunity for a direct-to-consumer performance supplement, but needed help to define the brand strategy, naming and design before launch.

Brand

Situation

Originally developed for the special forces by DARPA, Vista Outdoor acquired this all-natural performance supplement NSF certified safe for both pro athletes and weekend warriors. They asked us to develop a new brand that would appeal to its vast customer base of sports and outdoor enthusiasts.

Transformation

Grounded on a belief that “Challenged bodies improve” and a cause to inspire people to “Defy comfort.” The Go Condition brand name, visual identity, and packaging were designed to help anyone feel “primed” to achieve their personal best whether it be in a triathlon, on a mountain, or in their own backyard.

 

Impact

Latitude primed Go Condition for go-to-market by establishing its product naming hierarchy, designing its packaging, and establishing its brand style guide. Since its mid-2020 launch, Go Condition has expanded its assortment from a single supplement to a line of protein bars and shakes.

Brand

Strategy
Workshops
Identity
Business System
Content Planning
Packaging