OREAD Recovery
Services
Services
Research
Strategy
Brand Identity
Packaging
Sustainable Design
Research
Strategy
Brand Identity
Packaging
Sustainable Design
OREAD was created for trail runners chasing their next peak: an active and adventurous audience who read labels closely and expect their performance products to be backed by something real. The brand was built around a recovery electrolyte blend formulated with apigenin, L-theanine, tart cherry, and electrolytes, each chosen for its role in helping the body bounce back.
The project began with explorative research. OREAD placed sustainability as a highest tier priority, and needed a clear framework to guide the brand on the journey toward a sustainable future. To meet that need, we developed a framework of five sustainability drivers, each a lens for the decisions ahead.
Circular asks that the product live inside a recycling economy. Accurate holds the brand to claims it can stand behind, keeping the sustainability story honest rather than decorative. Global means the format has to work in every market OREAD reaches. Impactful demands measurable benefit. Holistic places the product inside a bigger picture, acknowledging the running industry's significant waste problem and designing OREAD to be part of the solution.
OREAD was created for trail runners chasing their next peak: an active and adventurous audience who read labels closely and expect their performance products to be backed by something real. The brand was built around a recovery electrolyte blend formulated with apigenin, L-theanine, tart cherry, and electrolytes, each chosen for its role in helping the body bounce back.
The project began with explorative research. OREAD placed sustainability as a highest tier priority, and needed a clear framework to guide the brand on the journey toward a sustainable future. To meet that need, we developed a framework of five sustainability drivers, each a lens for the decisions ahead.
Circular asks that the product live inside a recycling economy. Accurate holds the brand to claims it can stand behind, keeping the sustainability story honest rather than decorative. Global means the format has to work in every market OREAD reaches. Impactful demands measurable benefit. Holistic places the product inside a bigger picture, acknowledging the running industry's significant waste problem and designing OREAD to be part of the solution.
With the drivers set, we evaluated beverage container options on visual appeal, fit for purpose and sustainability. Recycled aluminium cans had the lowest embodied carbon footprint and highest end-of-life circularity of all the options considered, and was therefore the perfect choice for the brand.
The can answers each driver in turn: infinitely recyclable, so Circular holds; the honest, verifiable nature of these claims keeps the brand Accurate; kerbside collection across Australia & New Zealand and the 10c container deposit refund in Australia fulfill Global; an 80% recycled can meets Impactful with a meaningfully lower footprint; and by directly addressing the running industry's waste problem, OREAD answers Holistic as part of the solution.
The design follows the same logic. A bold wordmark anchors the identity, and sits balanced with the geometric design language driven by symbols. The technical feel of the brand is brought into the packaging with a structured layout that speaks to the core values and active ingredients. Rather than hiding the metal, we celebrated it: a natural aluminium finish accented with a module of bright vermillion, letting the material speak to its own recyclability and reinforcing a product that reads as scientifically grounded, eye catching, and robust.
With the drivers set, we evaluated beverage container options on visual appeal, fit for purpose and sustainability. Recycled aluminium cans had the lowest embodied carbon footprint and highest end-of-life circularity of all the options considered, and was therefore the perfect choice for the brand.
The can answers each driver in turn: infinitely recyclable, so Circular holds; the honest, verifiable nature of these claims keeps the brand Accurate; kerbside collection across Australia & New Zealand and the 10c container deposit refund in Australia fulfill Global; an 80% recycled can meets Impactful with a meaningfully lower footprint; and by directly addressing the running industry's waste problem, OREAD answers Holistic as part of the solution.
The design follows the same logic. A bold wordmark anchors the identity, and sits balanced with the geometric design language driven by symbols. The technical feel of the brand is brought into the packaging with a structured layout that speaks to the core values and active ingredients. Rather than hiding the metal, we celebrated it: a natural aluminium finish accented with a module of bright vermillion, letting the material speak to its own recyclability and reinforcing a product that reads as scientifically grounded, eye catching, and robust.
