When HiGroov came to us, they had early branding in place, but some elements felt disconnected. We helped identify what was missing and bring everything into alignment, creating a brand system that was cohesive and easy to use across packaging and collateral. The goal was to refine and build on their existing assets in a way that better resonated with their audience and set the brand up to grow.

We started by refining the HiGroov logo to make it clearer and more flexible across real-world uses. Letter spacing and connections were adjusted to improve legibility, and the mark was redesigned to work just as well in full color as it does in a simplified one-color version. The mascot icon was already strong, so we added a version for darker backgrounds and updated the headband with the revised logo

For the packaging, we leaned into the angled shapes already present in the logo, using them as a visual throughline across the design. Since this angle was an established brand element before our involvement, we expanded on it with irregular, illustrated shapes rather than sharp, rigid lines, helping it feel more connected to the brand’s playful mascot style.

We built a signature illustration style by expanding on an early illustration from HiGroov’s initial branding. This updated approach helped tie the brand together, adding a sense of grooviness that felt right for the industry while remaining thoughtful and elevated enough to represent a trusted product. To support their needs across channels, we created an illustration library that includes background scenes and mascot variations enjoying the same outdoor activities as their audience, giving HiGroov flexible assets for web, sell sheets, trade shows, and more.