• Date added
12 May 2023
OffCourt is a performance body line that caters to active men's specific needs. The brand's products are scientifically formulated to address the detrimental effects of frequent exercise and sweat on a man's hair, skin, and body.
Melbourne and New York-based design studio Little Troop worked on the full-service design for OffCourt. They are responsible for crafting every aspect of the brand, from naming and branding to packaging, art direction, film, and social media.
Taking inspiration from the Swiss graphics of 1970s often seen in sports advertisements, the identity of the brand carries a technical and utilitarian tone, with a hint of brutality that references the brand’s "built for need" philosophy.
In preparation for OffCourt's launch, Little Troop commissioned director Jarod Taber to create a narrative film that showcases each product and their use-cases in real-life situations.
In Little Troop's art direction for OffCourt's launch campaign, mid and post-workout moments along with product demonstrations were captured, focusing on striking a balance between movement and restraint. The aim is to showcase how the product seamlessly fits into an active lifestyle. To ensure that the campaign emphasised relatability based on lifestyle rather than physical appearance, the individuals featured were kept anonymous with body-only poses captured, allowing the focus to remain on skin and product.
Throughout the process of creating OffCourt's product packaging, Little Troop worked closely with the OffCourt team from conception to production. The studio aligned each product to convey the look and feel of “body fuel meets sporting equipment”. With a design-driven approach, the packaging was designed to prioritise ease and speed of use, while remaining lightweight enough for everyday accessibility.