CVR
Built to breathe better. Designed to go further.
CVR is a performance-first brand helping runners and athletes enhance their breathing to improve recovery, endurance, and output. Their core innovation: a range of nasal and mouth strips, is grounded in science, but designed for real-life motion. It’s not just about function. It’s about feeling the difference. We were brought in to create a brand that breathes ambition. One that looks, sounds, and moves like the athletes it supports.
The Brief
Create a brand that performs as hard as the product.
CVR came to us with an innovative product, a clear ambition, and a need for a brand that could hold its own in a saturated performance market. The ask was to build something technical, yes, but also aspirational. A brand that speaks to results-driven athletes and lifestyle-first runners alike.We needed to balance science with swagger, and function with feeling.
Scope
- Brand Positioning
- Visual Identity
- Creative Direction
- Website & UX
Our Approach
Brand Positioning
We defined CVR as more than a gear brand. It’s a daily advantage for performance-driven individuals. A trusted part of the process for those who train with purpose and recover with intention.
Visual Identity
The identity leans into motion and breath, with fluid lines, clear structure, and confident typography. Bold colour blocking and product-centric layouts highlight both performance benefits and lifestyle appeal.
Creative Direction
We used real athletes in real scenarios to connect emotionally and practically. Everything was built around movement, capturing the energy, pace, and rhythm of the CVR user.
Website & UX
The site was designed as the centrepiece of the brand: sleek, lightweight, and built for conversion. Product benefits were woven into the journey, making the science feel simple and the experience frictionless.
The Activation
The CVR brand now moves with the people it was built for: fast, focused, and full of intent. From content to commerce, everything feels sharp, streamlined, and grounded in real performance. The visual system flexes across platforms, while the website turns interest into action with a balance of aspiration and education. CVR is no longer just a product, it's a performance mindset. A brand that breathes better, moves better, and performs harder.
The only thing standing between being an option and becoming the obvious choice is your brand positioning.
