• 2021
  • Branding, Strategy, Packaging Design, Graphic Design, Web Design, Art Direction

Gail same to use with a very straightforward brief: take HoopSpin to the next level. Already known as one of the UK’s, if not Europe’s, most sought-after hoop performers, Gail had single-handedly built an amazing business selling hoops, courses, hosting seminars and headlining events, across the world.


Through the pandemic, Gail was able to refocus on where she wanted the company to go and knew that a rebrand was needed with a more strategic plan for growth post-covid. We worked through a very informative Brand Discovery Workshop and understood exactly where the company stood and where there were real opportunities for growth and new sales. The hoops weren’t just good, they were great – they were out-of-this-world quality!


We began researching metaphors around the business, the simple hoop and dance – what brings us together, that simple joy. We looked at primative elements and identified an affinity with Saturn, from the offset. Tying in with some choice messaging – out of this world quality, colours, performance – we used pearlescence labels and detailing for the packaging, echoed across her that Gail herself coded.



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