RUNE Brand Identity and Visual System Project

The Client – RUNE is more than just a fitness brand; it’s a movement designed for women who want to feel powerful, sexy, and comfortable in their own skin. Our collection merges high-performance activewear with everyday style. We believe that every body is worthy of high-quality, eco-conscious fashion that flatters, performs, and empowers, no matter your shape, size, or style. We’re here to make our customers feel unstoppable.

Project goals – Develop a brand identity and visual system to effectively tell their story to end customers.

Main Task – The main objective is to communicate the brand’s commitment to inclusivity, inviting everyone to be fit, comfortable, and fashionable, without considering body type, weight, skin color, or anything else. Additionally, our client, Mandale, is obsessed with Nordic rune languages, magical elements, and ancient languages to add to the brand’s identity.

The RUNE logo incorporates the Raido and Sowelu runes, symbolizing journey, movement, and wholeness. The Raido rune represents forward progression and growth, while the Sowelu rune embodies completeness and vitality.

These elements are combined with the modern ConthraxSb-Regular font and a bold color scheme, including Charcoal Depth, to create a strong visual identity. The logo reflects RUNE’s core values of movement, completeness, and power, tying historical significance with a contemporary design. This distinctive mark is adaptable across various brand applications, making it a symbol of RUNE’s journey and commitment to growth and exploration.

RUNE has a custom rune symbol system designed to reinforce our brand’s story and core values. Each symbol draws inspiration from ancient runes and is crafted to represent a specific element of our brand, such as power, community, or growth.

These symbols serve as a unique visual language, adaptable for use across all brand assets, from apparel and packaging to our digital platforms. They allow us to add depth and meaning to our products, creating a subtle yet powerful connection with our audience. This system is a tribute to our belief that every body’s journey is a story worth telling.