Koud Redefine your limits | Willow & Blake

When KOUD first showed us their product, we got goosebumps. Inspired by the teachings of health guru Wim Hof, they had designed an ice bath whose temperature could be controlled via your phone. It’s new-age tech that brings cold therapy into your home and your daily routine.

We simplified their core message into one, distinct tagline; “Redefine Your Limits.” It captures the thrilling (and chilling) challenge of cold therapy in a bold call to action. Flowing from here, we designed a voice that was smooth and to-the-point. The kind of personality who doesn’t wait at the water’s edge, but jumps in first.

Researching into the health tech landscape revealed some undeniable patterns. Lots of black. Lots of chrome. Lots of confusing health stats and conflicting recommendations. The visual identity functioned to double down of KOUD’s tech excellence and health know-how, but without leaning into the masc gym bro clichés. 

A bright yellow adds futuristic brightness to a palette that leans toward cool blues instead of too-cool-for-you blacks. Bespoke animations give the prickly impression of goosebumps, and imitate the deep breathing patterns recommended during cold therapy. A bold, modern typeface leaves no space for hesitation—only confidence.