Nicki Kythreotis

CASE STUDY

Product Brand Strategy & Market Positioning

Brand Design
UX
Website
Product Design
Product Launch
Amazon Business Seller
Social Media
Stationery
Print

Plank

woman standing in front of weight rack, wearing a fabric resistance band

Logo Mark

The PLANK wordmark was designed to reflect the core qualities of the brand: strength, stability and foundation. The form was crafted to feel grounded and weighted, sitting low to the baseline to give it a sense of structure and physical presence.

Strong geometry and a confident stance communicate reliability and resilience, while the simplicity of the letterforms keeps the identity clean, modern and highly recognisable. The balance between weight and restraint allows the mark to feel both functional and considered.

The result is a wordmark that does more than name the brand. It visually expresses its purpose, reinforcing the idea of building strength from the ground up.

woman holding a resistance band, the plank bag and packaging are in view

Three photographs of a woman posing with a yellow fabric resistance band

A plank branded tote bag and plank stationery

Plank branded black high gloss bubbled envelope and some plank branded yellow tape

Information

Overview

PLANK is a consumer product brand created to enter a highly competitive retail market where clarity, trust and differentiation are essential. I led the brand strategy, identity and eCommerce design from concept through to launch.

The aim was not simply to design packaging, but to build a complete brand system capable of performing commercially from day one. The project was developed as a real world product, not a speculative concept, with every decision shaped by how the brand would be experienced at point of sale and online.

The Challenge

PLANK launched into a crowded category filled with visually similar products and unclear value propositions. With no existing brand recognition, the product needed to stand out immediately, communicate value at a glance and earn trust from first time buyers.

In a retail environment where decisions are made in seconds, the brand had to work hard and work fast.

Strategic Objectives

The brand needed to establish a clear and recognisable identity, communicate confidence and quality at the point of sale, differentiate without unnecessary complexity and create a scalable system that could support future growth.

Brand Strategy and Thinking

Every decision was guided by real commercial performance. I developed a brand identity that was bold, simple and confident, prioritising clarity and recognition over decoration.

Typography, colour and layout were carefully considered to ensure the product could be easily identified, remembered and trusted. Rather than leaning into category clichés, the brand was positioned to feel modern, assured and intentional, allowing PLANK to stand out without shouting.

The result was a cohesive brand system designed to flex across packaging, digital and future product extensions while maintaining strong shelf presence.

The Brand System

I delivered a complete brand system including identity and visual language, typography and hierarchy, a defined colour system, packaging design and a clear eCommerce journey. The website was designed to support the brand and guide customers through to purchase, reinforcing trust and clarity at every touchpoint.

Rather than creating isolated assets, the focus was on building a system capable of supporting consistency, scale and longevity.

Outcome

Within the first six months of launch, PLANK generated over £30,000 in sales and sold more than 2,000 units. The clarity and confidence of the brand played a key role in establishing early momentum, helping the product build trust, recognition and commercial traction in a highly competitive market.

Reflection

PLANK reflects my approach to branding as a commercial tool, where strategy, identity and execution work together to support real world performance, not just aesthetics.