FTS
Sports Grip Brand

FTS is a professional sports brand positioned as a "TRENDY SPORTS BRAND", dedicated to providing sports equipment for young sports enthusiasts that combines professionalism and trendy attitude. The core concept of the brand is "FIRE SPIRIT, TRUE SELF" - advocating that sports is not just boring self-discipline training, but a way to express individuality, release emotions, and pursue freedom. With the brand personality of "hardness, self-discipline, anti-trend, and free passion", FTS has created an indescribable and extraordinary new sports trend. The product line includes OVERGRIP (hand gel) and other professional sports accessories, focusing on high-performance sports needs such as anti-slip and moisture-wicking.

The service content of this project covers brand VI design and product packaging design. The core goal is to help FTS establish a differentiated, youthful, and hardcore attitude brand visual system in the professional sports accessories market. Starting from the core concept of the brand "FIRE SPIRIT, TRUE SELF", we established the design direction of "hardcore personality + trendy attitude". The brand VI system builds a complete visual recognition system around the four brand personalities of FTS - "hardness, self-discipline, anti-trend, and free passion". The brand visual uses powerful and impactful design language to convey the brand proposition that "sports is not just training, but a way to express individuality and pursue freedom". The packaging design is based on the OVERGRIP series of FTS, with the brand's signature black and orange as the main color tones - black conveys the brand's hard and professional genes, and orange symbolizes sports passion and the flame spirit. The front of the packaging uses the eye-catching large brand logo "FTS" to establish brand recognition, and through the clear presentation of the core proposition "MAXIMUM CONTROL · ULTIMATE FEEL" and product function selling points such as "SLIP-RESISTANT", "ANTI-SLIP AND MOISTURE-WICKING TYPE", consumers can quickly obtain key information on the terminal shelves and e-commerce pages. The 4-piece packaging form also meets the frequent usage needs of sports enthusiasts and the efficiency of shelf display. Through this brand overall design system with hardcore attitude, recognition efficiency, and trendy expression, FTS successfully upgraded from a sports accessory to a professional sports brand with strong visual recognition, clear brand positioning, and youthful brand assets, establishing a unique brand moat in the sports hand gel subcategory.