Active 2 by EA Sports, is the antithesis of most video games on the market. That is, it encourages you to put the Cheetos down, get off the couch and work out!
EAS tasked Popgun with evolving the Active franchise by creating a new visual language following their inaugural launch into the fitness market. Our brief included expanding the target audience beyond its female core, to include males and families, as well as translating the technology of the game’s workout peripherals into visual brand assets.
We built a sophisticated packaging system that reinforced Active’s status as a serious fitness product. A brand toolkit ensured that visually, Active would look consistent and cohesive in licensing, point of purchase and online, while keeping both the heart rate and fun-factor pumping.