Branding Akeso

With thorough research and specific target markets in mind, Checkpoint Creative was able to gain a deeper understanding of how to position this special brand in the right market place, putting the main emphasis on the performance benefits of their product.

Their product has a wide market but they focused initially on the active area such as hiking, travel, work wear, gym, running…the list goes on.

Checkpoint Creative was also asked to emphasise one of the core value propositions for this market, which was that the product is also able to aid in the treatment of skin conditions such as Athlete’s foot.

It was important to position the brand accordingly and to be as inclusive as possible

Showing movement in the logo was an important factor for this performance brand, as well as giving the versatility to be used on a range of mediums including the socks themselves.

Giving the nod to the original colour of the Metis PCA based Personal Fire Blankets, Checkpoint chose red as the primary brand colour. Akeso (or Ακεσο in Greek) is the goddess of healing, so we looked to some of the Greek alphabet symbols that complete themselves with a single stroke such as Alpha, Gamma, Phi, and Omega.

Packaging plays a crucial role in brand collateral for a product like this, so is working within a budget.

Checkpoint was able to come up with a striking hanger for the socks that uses a single colour printing which helped to keep the run costs down.