We don’t follow formulas
We follow potential
NÜO Athletics isn’t just a fitness brand — they’re the originators of modern strength training. Known for inventing the adjustable dumbbell (now the most copied in the world), they’ve redefined how performance equipment can look, feel, and function. At their core is a relentless drive to innovate — building not just products, but a new way of thinking about training, movement, and design.
Our collaboration with NÜO spans across disciplines — from brand strategy and identity, to product design and spatial experiences. Together, we’ve helped shape how the brand shows up in the world —
visually, physically, and conceptually. When NÜO set out to design their next generation of equipment, we joined — not just to make it look good, but to transform an engineering-led project into a complete design experience. The result is a sculptural new dumbbell, a refined stand, and a workout bench — all grounded in function, yet elevated through form.
The partnership with Nüo shaped by trust, curiosity, and the shared
belief that innovation is not a feature. It’s a mindset.
For a brand like NÜO Athletics — built on innovation, precision, and strength — packaging isn’t just protection. It’s part of the product experience.
When we set out to design the packaging for their next-generation training equipment, our goal was twofold: optimize sustainability and elevate expression. Together, we rethought the traditional structure — removing the inner carton entirely to reduce material use and waste. Instead, we focused on making the outer packaging do more.
Form, function, and storytelling became one. A refined graphic system, tactile surfaces, and considered copy turned the box into a brand experience — something that communicates before it’s even opened.
The result is packaging that protects, performs, and speaks.A stripped-back solution that feels intentional, not industrial.
NÜO Athletics isn’t just a fitness brand — they’re the originators of modern strength training. Known for inventing the adjustable dumbbell (now the most copied in the world), they’ve redefined how performance equipment can look, feel, and function. At their core is a relentless drive to innovate — building not just products, but a new way of thinking about training, movement, and design.
Our collaboration with NÜO spans across disciplines — from brand strategy and identity, to product design and spatial experiences. Together, we’ve helped shape how the brand shows up in the world —
visually, physically, and conceptually. When NÜO set out to design their next generation of equipment, we joined — not just to make it look good, but to transform an engineering-led project into a complete design experience. The result is a sculptural new dumbbell, a refined stand, and a workout bench — all grounded in function, yet elevated through form.
The partnership with Nüo shaped by trust, curiosity, and the shared
belief that innovation is not a feature. It’s a mindset.
