fourfive was evolving beyond elite sport and needed to feel relevant to a broader, everyday audience. The brand had to move away from hardcore performance cues and become clearer, more human, and more accessible across gym, work, commute, and recovery. I refined the positioning and tone of voice, then redesigned the full packaging range into a bold, easy-to-navigate system built for quick shelf recognition and consistency across products - creating an identity that performs hard but lives comfortably outside the gym.