SportX. Systematically sporty – and visibly sustainable.
SportX, Migros' sports retail brand, commissioned Studio Blyss to strategically develop its own brands EXTEND and PERFORM. While EXTEND serves as a broadly positioned basic brand for sportswear and accessories, PERFORM is aimed at discerning athletes with a focus on function, technology and quality. The goal was to create two brand worlds that are clearly differentiated and systematically coordinated – in design, application and message.
Client
SportX / Migros, Switzerland
Creative Services
Brand strategy
EXTEND redesign
PERFORM naming & branding
Illustration system & color codes
Packaging design & POS concept
Sustainable packaging solutions
Technology icons & infographic
Stakeholder workshops & visualization
-
EXTEND was already established as a brand, but had an inconsistent appearance. The brand was to be streamlined, modernized and systematically coded for a very broad range of everyday sports items from swimsuits to children's jackets - clearly understandable for all target groups.
PERFORM, on the other hand, was a completely new development: a functional premium line for fitness and running, with a clear distinction from EXTEND – in terms of design and price. The aim: a modern, sporty identity with a credible sustainability promise that is immediately visible at the POS.
-
At EXTEND, we revised the existing word mark and developed a modular design system: color worlds, illustrations, size coding and material information were structured in such a way that they provide orientation across the entire range - clearly, functionally and visually consistent.
For PERFORM, we were responsible for naming, branding and the complete packaging system. In a multi-stage stakeholder process with workshops and visualization sprints, not only creative concepts were created, but also directly applied designs on packaging, hangtags and products – so every design detail was checked in the application context.
-
EXTEND and PERFORM are now visible throughout Switzerland - on shelves, in sports bags and in the everyday lives of countless consumers. Two clearly differentiated brands, linked by a well thought-out system that creates orientation - and strengthens trust in quality and sustainability.
A project that understands design as a tool – for clarity, structure and a noticeable impact at the POS.
Brand management means: providing orientation.
In complex product ranges, every detail counts. Colors, grids, typography – they decide whether products are found, understood and bought. Studio Blyss designs systems that create clarity – even when things get sporty.