Authentic Brands Group

Tapout Packaging

When Authentic Brands Group shifted the Tapout brand away from its blood sport roots and association with the UFC by repositioning it as a hard-body fitness brand, they engaged our design team to develop its licensed product packaging program across four distinct consumer product categories: apparel, supplements, performance beverages and fitness equipment.

Working with the new Tapout brand identity and color palette, our solution leverages black as the primary brand color, with a horizontal stripe serving as package design architecture in blue. We incorporated a subtle, tonal image of a perfectly sculpted torso glistening with perspiration as a background design element. Design motifs within the striping and callouts visually align with the octagonal typography in the new Tapout brand identity. The Tapout fitness equipment packaging breaks away from the black, favoring white as its overall background color in an effort to stand out among other brands in the category.

Standardization guidelines were developed to support licensee partners in the implementation of packaging for their licensed Tapout products.