A high-performance brand built on radical transparency
Branding
Setting a new pace in a market crowded by noise, confusion and compromise.
Pacer is a new player in the sports nutrition market, built for serious athletes who expect transparency, quality, and results. Formerly Total Control Nutrition Lab, the brand was ready to step away from industry noise and stand for something sharper.
We were asked to rename, reposition and redesign the brand from the ground up. With the result being a high-quality strategy and identity rooted in radical transparency and performance-first thinking.
Brand Strategy
We positioned Pacer for athletes who want to know exactly what they put into their bodies. No fluff, no false promises. The strategy focuses on three principles: full transparency, uncompromising quality and a sharp focus on both performance and long-term health.
As part of the repositioning, we developed the tagline Fuel the Difference. It captures both the product’s purpose and the mindset of its users. This is a brand that earns trust through truth and builds loyalty through results.
Brand design
The name Pacer sets the tone. A leader who sets the standard. The logo combines clarity and motion in a minimal, high-impact form. Supporting it is a distinctive visual system built around particles and abstract, dynamic elements that represent data, movement and precision.
These particles give the brand a scientific signature. They can be generated through motion tracking or used to highlight key product data. It is a flexible system for packaging, social, retail and digital. Always in motion, never static.
Colors
The color palette is designed to reflect energy, clarity and confidence. It brings energy without aggression, balance without dullness and depth without distraction. The tones support a premium feel that resonates across both digital and physical environments. Every shade plays a role in expressing trust, performance and focus.
Brand Experience
Every touchpoint is designed to communicate trust and performance. Photography captures two extremes: the raw intensity of athletes in motion and the quiet focus before or after effort. Micro meets macro. Emotion meets ambition.
Typography is clean and precise. The tone of voice is honest, assured and built on expertise. From product labels to launch campaigns, the brand consistently delivers its core message. No secrets. Just results.
