What is your language

The brand promise is clear and simple: Innovate to perform for > Speed / Endurance / Protection.

However, times have changed and the consumer market requires something more. Apart from it’s functionality, emotions becomes important to the user in order to perform. Thus, the concept of 'empowerment' is sold to the consumer to heighten a different level of demand. For example, My sporting attire/item gives me the strength to be fast, achieve maximum performance, and ensure safety.

The Prominent Features
To further elevate the concept of empowerment and trigger one’s emotion in the ability to be fast in speed, achieve maximum performance, and assurance in protection, the form, the weight, and the colors, provokes positive energy and emotional lift in communicating the concept of empowerment. Thereby, out of the consumer sub-consciousness, the design of the product is tagged onto the promise of empowerment via emotional triggers/stimulation and via design features: the form, the weight, and the colors.

Important Elements and Principles
To form an association with the emotional reaction the designer wants to achieve, the choice of materials, aggressive lines and curves, patterns, and vivid colors are important elements used in designing the products.
The choice of materials, for instance: carbon fibre, aluminum, and titanium, offers the perception of being lightweight allowing faster speed and prolong endurance, and polycarbonate offers the perception of impact resistance for full protection.
The application of aggressive lines and curves in creating the form or surfaces, emphasizes the aerodynamic capability, and sharp lines together with vivid colors evokes the emotion of being fast in speed.