High5 is a leading player in the endurance sports nutrition market. Although primary aimed at distance running, cycling and triathlon some products where increasingly been used by lifestyle fitness people. High 5’s primary objective was to increase their market share. Introducing more people to a wider array of recovery products as well as throughout the day health products which felt more approachable, supporting people in leading a healthier and more active lifestyle.
The sports nutrition market is very saturated with brands that have a masculine high performance look which puts off a lot of lifestyle users. High5’s position is to deliver expertise but keep an inclusive and accessible positioning. Helping people either exercising for the first time or a professional athlete achieving their personal goal with a high performance range that delivers functionally but also has a great tasting natural flavours.
In any sport you need encouragement to help you push on to the end, especially when you are facing an energy dip. The High 5 name suggests a positive encouragement but graphically didn’t capitalise on this. By simply developing the brand mark to reflect a hand we spoke to a universal language and created an iconic positive of encouragement and achievement while been approachable in an memorable way. The clean simple lines and upward movement through the fingers suggest dynamism and speed build High 5 as an endurance brand.