IMPACT
The Brief
Research previous explorers/expeditions, select a target audience and create a piece of communication design that captures the content in a new and exciting way.
Researching Explorers/Expeditions
I wanted to go down the unconventional explorers route, focusing on those whose journeys weren’t tied to traditional geographical discovery. These figures explored physical extremes and unorthodox feats. Among them, Frank “Cannonball” Richards stood out — a vaudeville performer whose most famous act involved taking a direct cannonball hit to the stomach, an absurd yet fascinating demonstration of the limits of the human body.
THE brand
Inspired by Frank “Cannonball” Richards, Impact is a macho sports supplement brand that takes hyper-masculinity and runs with it - in the most over-the-top way possible. Just like Richards, who literally took a cannonball to the stomach, the brand plays with the idea of pushing limits, but does it with a wink. It leans into gym-bro culture - the big talk, the bold visuals, the overblown energy - and exaggerates it until it’s both ridiculous and fun, turning toughness into a tongue-in-cheek performance.

Target Audience
Men aged 18 to 40 who are serious about the gym and driven to reach their peak performance. They have a no-excuses attitude and focus on real, measurable results. They appreciate bold, straightforward energy and aren’t afraid to push themselves hard to get stronger, faster, and tougher.
The Ranges
Energy Gel Range
Whey Protein Range
Protein Bar Range

Designing for a male audience
Men tend to connect with design that’s clear, direct, and straight to the point. They want to know what the product is, what it does, and why it’s worth it, without any extra fluff. Simple language, bold visuals, and easy navigation make it quick to get the key points, so the whole experience feels efficient and no-nonsense.
Impact focuses on using bold visuals, simple language, and in-your-face energy to get the message across fast. It cuts through the noise, delivers the facts, and gets results.
Graphic Language
Impact uses a sticker-style graphic language that feels raw and unapologetic - like slapping on a label without worrying about perfect placement. This rough, unfussy approach adds grit and toughness, reinforcing the brand’s no-nonsense attitude.
Real-Life Application
Impact uses bold, direct advertising that speaks straight to its audience, with messaging that challenges and motivates fitness enthusiasts and athletes alike. Every element- from product names like Built Different and No Mercy to the visual style across packaging, social media, and branded assets-is designed for cohesiveness, ensuring the brand feels unified, recognisable, and instantly impactful across all touchpoints.