We were faced with the challenge of taking a tiny pharmaceutical brand with very little media spend (in comparison to its direct competitors) and creating brand awareness and relevancy to the South African cycling market. Emvit was getting lost in a market, which is overly saturated. This reliable multivitamin supplement needed a way to stand out, as athletes, especially cyclists, were not even aware of the brand or its benefits. Riding on the credible Team MTN-Qubeka sponsorship, we aimed to create communication that not only educated cyclists, but got them thinking about Emvit.

Cyclists endure endless training in order to experience their best rides. Our identity uses the infinity symbol to reference this never-ending journey. We brought this visual language to life in a detailed illustration on an expo stand and applied it to a variety of elements including a brochure, an app and social media content. The art direction captures beautiful cycling landscapes clearly illustrating the ride of your life.

Our Facebook page received an overwhelming response, growing to 8,162 fans in the short space of 5 months. This has been a great space and opportunity to further educate and motivate both aspiring and established riders about Emvit, its benefits and cycling as a whole. We also used this platform to create our very first motivational video, featuring 2013 SA Road Cycling Champion, Jay Thomson, which reached 197 632 people within one month, doing a great educational and awareness job for the Emvit brand.