SUB:3
Bending Time & Space
SUB:3 was a new performance nutrition brand with its name already in place. The task was to create the identity and packaging for its launch.
- Year
- 2025
- Sector
- Sports Nutrition, FMCG
- Work
- Visual Identity, Packaging
- With
- Mark Blackler, Nick Mitchell, Matt Cherubino, Teel Studios
- Role
- Creative Direction, Visual Identity, Packaging, Motion
- Working Context
- Developed while working with The Colour Club.
The idea
Bending Time & Space. SUB:3 takes its name from the pursuit of a sub-three-hour marathon — a goal defined by time. That became the organising idea for the identity: time not simply as information, but as something runners are constantly trying to compress, stretch and overcome.
The shift
The identity became stronger when it stopped behaving like a fixed graphic and started behaving like the idea itself. Type stretches, compresses and reforms; time becomes an active part of the brand rather than something simply recorded beside it.
The system
The idea moves through the system: changing typography, timecode lock-ups, packaging built around moments before and after the run, reflective material and motion that continually forms and reforms. The same principle gives static and moving applications a shared behaviour.