Florian and Emmanuel, two friends from Toulouse, lifelong athletes. Running, cycling, adventure racing. Frustrated by products that were poorly tolerated, with opaque ingredient lists, they decided to build their own. Pyrene Performance was born from that demand: a French sports nutrition brand rooted in the Pyrenees, refusing to sacrifice science and athlete health for the sake of marketing.
Maurten, SiS, Näak, Tailwind. The market is packed with brands that have built trust over years. Pyrene was starting from zero. The challenge: show up on day one with the stature of an established brand. Premium, credible, athlete-driven. A visual language that earns trust at first glance, whether on a shelf, on a start line, or under a headlamp at 3am mid-race.
Far more than a logo. This was about building an entire brand from nothing. Strategy, positioning, visual identity, packaging for the full product range, e-commerce on Shopify, marketing campaigns, social media, photography, motion. A creative partnership that's still running today.
We immersed ourselves in the ultra-endurance world: its visual codes, its community, its rituals. The system had to speak to athletes who know endurance isn't brute force, it's preparation. Hence the double reading, mountain and laboratory, across every touchpoint.
Art direction in service of tomorrow's endurance.
Pyrene came to us as a conviction and a blank page. Two founders who knew exactly what their products should do and how they should make athletes feel. Everything else had to be built.
Our goal: build a visual identity capable of standing alongside the biggest names in endurance nutrition.
The Pyrene icon was designed on the golden ratio and the Fibonacci spiral —
two timeless mathematical references that underpin visual harmony in
nature and art.
The icon tells the story, identity and promise of the brand:
1. The letter P from Pyrene®.
2. The triangular shapes of the Pyrenees mountains.
3. The silhouette of an athlete taking off.
Modular construction based on the golden ratio. Icon and wordmark share the same proportional grid: vertical balance, alignment and spacing stay constant at any scale, from a 16px favicon to large-format packaging.
The name comes from a myth. Pyrene, in love with Hercules, died of grief when the hero left. He built a stone tomb to her memory with his own hands, giving birth to the Pyrenees.
The stylised "tears" cut into the "e"s carry that myth, and technically serve as ink-traps: they anticipate ink bleed at small sizes and guarantee crisp legibility at any scale. Meaning and function in the same detail.
Not another supplement brand.
A science-first laboratory.
The packaging system extends the same grid across 13 SKUs and four ranges (Gel UltraEndurance, Hydratation, DrinkMix, Fondation UltraFlask). At kilometre 80, when an athlete reaches into a drop bag under a headlamp, identification has to be instant. Hence a colour code per flavour, a locked information hierarchy and controlled white space, from the single sachet to the multi-pack box.
Sustainability was in the brief from day one: less material, more recyclability, no compromise on formulation.
No compromise.
Engineered for Endurance.
The social media art direction follows the same logic. Four content pillars, each with its format: race-day protocols, ingredient deep-dives, behind-the-scenes formulation, field photography. Templates let the team publish autonomously, without going back to design for every post.
Instagram and YouTube carry the community day to day.
From zero to shelves in 6 months.
One brand. Fueled by the Pyrenees.
Pyrene® started as a blank page and two founders with a clear vision. Six months later, the brand was on shelves, online across 24 countries, and growing a community of athletes who trust what they see as much as what they consume. Every touchpoint belongs to the same system: consistency, trust, and a visual identity as uncompromising as the ambitions behind it.
Florian B.
Co-founder — Pyrene Performance
"Working with Richard was decisive for the birth of Pyrene. His ability to translate a sporting and scientific vision into a strong, coherent, and lasting identity far exceeded our expectations."
Emmanuel L.
Co-founder — Pyrene Performance
"The strategic approach and attention to detail brought to the branding and digital experience allowed Pyrene to immediately position itself as a premium brand."
Pyrene®
French nutrition for ultra-endurance.
Hoooz®
Multilingual SaaS marketing site.
Le Courti®
Guest house by the sea.
Menao®
B2B app for artisans and craftsmen.
Ultra Bike France®
French ultra-cycling event series.
Pace®
Triathlon and individual sports coaching.
Tell me about it — I'll get back to you within 24 hours with a free intro call proposal.
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