PROJECT
Nipple chafing is a tabboo subject but it is one of the most common and painful issues in sport. Existing solutions are inconvenient and single use, with no brand addressing the problem openly or effectively. I set out to design a smarter reusable solution that speaks to athletes with confidence and validates a pain point that has been ignored for too long.
ACTION
As lead creative I shaped NipStyx from concept through to delivery. This started concept development through to art direction for brand identity, tone of voice, packaging, pitch decks and go to market assets.
Every decision was made to ensure the brand felt bold practical and unapologetically athlete focused, designed to perform under pressure and stand out in a crowded category.
RESULT
The branding, mascot and message are all receiving positive feedback as distinctively athlete and loved for it’s humour and strong brand recognition which is a clear differentiation in the growing running community. This project demonstrates my ability to turn an overlooked problem into a clear, confident product which meets a strong need and demand and craft a brand with commercial potential, from strategy, through to supply chain and execution.
Social & AI
I began building awareness through two social feeds @nipstyx_ and @runningwithdonuts, with content that teased pre-launch, sparked conversation and started to build trust before product was revealed or launched. A standout win was a recent AI video created using a combination of Photoshop AI, and NanoBanana resulted in a video which had an organic reach of over 800k views, validating both the brand tone and the power of AI driven content.
