An FMCG brand identity forged in the discipline and style of the ride 

Transforming a bottle into a culture-first performance brand. A strategic FMCG brand identity shaped for people who want to signal an active lifestyle.

We began by defining the cultural posture the brand needed to occupy, then shaped the brand identity around an audience that seeks to signal an active lifestyle. Cycling became the lead cultural anchor because it expresses the traits Skyline needed to own: discipline, speed, and precision. From this strategic centre, we built the creative direction and identity system underpinning the FMCG branding.

Skyline arrived with the technical backbone of a seasoned OEM manufacturer, but needed a partner who could bring cultural and strategic foundations needed to compete as a premium performance brand. The category itself is noisy, dominated by brands that leaned heavily on camping, weekend outdoorsy cues or playful Gen Z aesthetics. To build a brand identity that could cut through, we began with a full market research phase to understand the cultural white space.

We developed personas based on real behaviours and motivations, mapping how performance-minded consumers signal identity through the gear they choose. This strategic groundwork shaped every decision that followed, giving Skyline a clear direction rooted in culture, not commodity, and a long-term positioning that the rest of the category hadn’t claimed.

Our approach to Skyline followed the same principles we bring to any FMCG brand identity project: understand the culture a product wants to belong to, then build the identity from that centre outward. Most FMCG branding in the drinkware category gravitates to familiar territory like camping, hiking or playful lifestyle design. Those cues dominate the shelves and make the category feel interchangeable. Using a more strategic FMCG brand strategy lens, we steered Skyline away from those default codes and toward a space the category has barely touched in elite cycling.

By grounding the identity in that world, Skyline behaves less like an everyday FMCG product and more like premium performance gear. It gives the brand a distinctive cultural home and a long runway to grow into new products and markets without losing its posture.

Skyline is built to signal a very specific set of attributes: discipline, precision, endurance and ambition. It aligns itself with the mindset of people who treat movement as ritual rather than hobby, who measure progress in consistency, and who choose gear that reflects that identity. The brand draws from the culture of road cycling because it carries those signals naturally.  These cues shape the way Skyline looks, behaves and shows up, allowing the brand to own a posture that feels premium, performance-led and culturally tuned to athletes and everyday movers who take their lifestyle seriously.