We gave a 40-year-old runner brand its teeth back.
Result — +240% drop-day traffic, first season.
01 — The brief
VANTA invented the carbon-plate racer in 1986 and then spent two decades letting younger, louder brands eat its lunch. The product was still elite. The brand whispered.
Retail had stopped stocking them. Runners under 30 didn't know the name. The brief, in their words: "Make us impossible to scroll past — without pretending we're new."
A great product nobody can see is just an expensive secret.
02 — The idea
Make the slash the brand. One mark, weaponized — a black cut across everything, like a finish-line tape snapping.
The slash already lived in the logotype's A. We pulled it out, scaled it to architecture, and made it the one thing every touchpoint shares — so VANTA reads at 3 meters or 30.
03 — The work
Fig. 01 — Launch film / athlete in motion
Fig. 02 — Apparel on figure
Fig. 03 — Product macro
Fig. 04 — Drop-day commerce / app UI
Fig. 05 — Launch film / 6 frames
04 — The result
drop-day traffic vs. prior launch
to sell through the first colorway
retail doors stocking VANTA again
Next — 02 / HALO Beverage Co.