GUTR

Winning with Clear Vision

Introducing a new Concept in Sports Apparel

Brand Strategy

Naming

Product Design

Advertising

Packaging Design

GUTR

Overview:

GUTR came to Love & Robots with a new challenge: to build a brand around their unique product—high-performance sweatbands. This required some storytelling and education, as this innovation drastically improves an existing product category.

Challenge:

If you’ve ever worked hard in the sun, whether it’s sports or work, you know sweat can become a real problem compromising your vision. The standard terrycloth bands work for a bit but eventually become a soggy weight strapped around your head. It eventually stops working and makes you look like you’re from the 70s.

GUTR offers a new, innovative sweatband; one built for enduring performance. It channels sweat away from your eyes for as long as you wear it. This is perfect for athletes or workers where sweat can’t get in the way of achieving the goal.

Strategy:

Our strategic sessions revealed that GUTR is not just a new sweatband; it’s a helpful tool to achieving peak performance by keeping sweat away from your eyes. In active jobs or competitions, where achieving the goal is paramount, managing sweat shouldn’t get in the way.

Solution:

A full brand identity system, marketing, and new product integrations centered around education and communicating that GUTR helps keep Your Vision in sight.

Identity

The sleek product design called for a brand to match, one that easily fits in the performance apparel category and makes sweating look (almost) sexy.

The brand identity features the letter “U,” highlighting the technology’s key benefit—capturing and channeling sweat.

Advertising

An introductory ad campaign dramatically showed portraits of athletes with their heads shown as massive reservoirs of water.

Education

Custom photography, product renders, and illustrations all helped visually tell the story of exactly how GUTR looks and works.

Social Media

Short demo videos and illustrations helped spread the word on how GUTR works.

Product Integration

The same sweatband technology was integrated into visors, protecting your eyes from both sun and sweat. This proved quite popular with distance runners and golfers.