dusk

[ branding & packaging ]

Introduction

Dusk is a brand that embodies the spirit of freedom and self-expression in outdoor sports. With roots in the Dolomites and crafted in Canada, Dusk aims to redefine how athletes perceive their rides. Rather than succumbing to the pressure of performance metrics, Dusk encourages riders to savor their experiences, celebrating each moment spent on the trail. This project focuses on creating a compelling brand identity and packaging that reflects these values and resonates with their target audience.

CONTEXT

In today’s performance-driven culture, many athletes feel pressured to constantly chase speed and efficiency, often at the expense of enjoying the ride. Dusk recognizes that the essence of cycling and outdoor sports lies not only in reaching goals but also in experiencing the journey.

The brand's philosophy centers on quality ingredients and formulations that enhance the riding experience, allowing athletes to appreciate each moment on their bikes. By targeting those who prioritize enjoyment and personal growth over statistics, Dusk positions itself uniquely within the market.

SOLUTION

To encapsulate Dusk’s mission, the brand identity is designed in striking black and white, reflecting the dramatic contrasts of the environment at dusk. This minimalist approach emphasizes clarity and focus, allowing the product to stand out while evoking the essence of the transition from day to night. Gradient colors are used as vibrant accents to create visual interest and reflect the energy of athletes.