HypeLab
When science watches over your steps with style
When science watches over your steps with style
Context
Context
Hypelab is a company dedicated to the care and restoration of sneakers using design-driven products and high-quality formulas. It operates in the sneaker care industry, where it sought to balance technology and aesthetics to offer comprehensive solutions beyond conventional care, positioning itself as a leader with a scientific and cosmetic approach. In the Chilean market, they identified an opportunity: there was little supply of specialized products, with very poor presentation, and no product met their expectations – even on an international level. This context made it critical to launch an innovative proposal at that moment, before someone else filled the gap.
Hypelab is a company dedicated to the care and restoration of sneakers using design-driven products and high-quality formulas. It operates in the sneaker care industry, where it sought to balance technology and aesthetics to offer comprehensive solutions beyond conventional care, positioning itself as a leader with a scientific and cosmetic approach. In the Chilean market, they identified an opportunity: there was little supply of specialized products, with very poor presentation, and no product met their expectations – even on an international level. This context made it critical to launch an innovative proposal at that moment, before someone else filled the gap.
Hypelab is a company dedicated to the care and restoration of sneakers using design-driven products and high-quality formulas. It operates in the sneaker care industry, where it sought to balance technology and aesthetics to offer comprehensive solutions beyond conventional care, positioning itself as a leader with a scientific and cosmetic approach. In the Chilean market, they identified an opportunity: there was little supply of specialized products, with very poor presentation, and no product met their expectations – even on an international level. This context made it critical to launch an innovative proposal at that moment, before someone else filled the gap.
While exploring this market, we noticed that many solutions claimed to be “the best” or “breathe new life into your sneakers” based more on perception than evidence. Hypelab, on the other hand, sensed that path was superficial.
We discovered that within their internal culture there was a natural resistance to following fleeting trends; for them, it was vital to base their actions on learning, studies, and science, rather than being swayed by trends.
The unique quality of HypeLab turned out to be the unusual combination of an analytical mind with a creative spirit. On one hand, they were objective thinkers, logical and hungry for knowledge, guided by evidence and scientific rationality. On the other hand, they possessed a remarkable aesthetic sensitivity: a natural tendency to connect through the senses, play with language, and imagine original ways of communicating.
While exploring this market, we noticed that many solutions claimed to be “the best” or “breathe new life into your sneakers” based more on perception than evidence. Hypelab, on the other hand, sensed that path was superficial.
We discovered that within their internal culture there was a natural resistance to following fleeting trends; for them, it was vital to base their actions on learning, studies, and science, rather than being swayed by trends.
The unique quality of HypeLab turned out to be the unusual combination of an analytical mind with a creative spirit. On one hand, they were objective thinkers, logical and hungry for knowledge, guided by evidence and scientific rationality. On the other hand, they possessed a remarkable aesthetic sensitivity: a natural tendency to connect through the senses, play with language, and imagine original ways of communicating.
While exploring this market, we noticed that many solutions claimed to be “the best” or “breathe new life into your sneakers” based more on perception than evidence. Hypelab, on the other hand, sensed that path was superficial.
We discovered that within their internal culture there was a natural resistance to following fleeting trends; for them, it was vital to base their actions on learning, studies, and science, rather than being swayed by trends.
The unique quality of HypeLab turned out to be the unusual combination of an analytical mind with a creative spirit. On one hand, they were objective thinkers, logical and hungry for knowledge, guided by evidence and scientific rationality. On the other hand, they possessed a remarkable aesthetic sensitivity: a natural tendency to connect through the senses, play with language, and imagine original ways of communicating.
Quick Overview
Quick Overview
Disrupt
From this understanding, the brand identity emerged. The positioning strategy was crafted around the core idea that “this isn’t about cleaning shoes; it’s about science and cosmetics applied to footwear”, shifting the category's paradigm. The brand would be defined by elevating sneaker care to the level of a scientific-cosmetic ritual.
With the brand essence clear, a narrative was built positioning HypeLab as a passionate expert ally for the user. The brand story speaks of knowledge and transformation: science provides confidence and effectiveness (the rational “what”), while cosmetics bring the sensory experience and emotional connection (the “why”).
From this understanding, the brand identity emerged. The positioning strategy was crafted around the core idea that “this isn’t about cleaning shoes; it’s about science and cosmetics applied to footwear”, shifting the category's paradigm. The brand would be defined by elevating sneaker care to the level of a scientific-cosmetic ritual.
With the brand essence clear, a narrative was built positioning HypeLab as a passionate expert ally for the user. The brand story speaks of knowledge and transformation: science provides confidence and effectiveness (the rational “what”), while cosmetics bring the sensory experience and emotional connection (the “why”).
From this understanding, the brand identity emerged. The positioning strategy was crafted around the core idea that “this isn’t about cleaning shoes; it’s about science and cosmetics applied to footwear”, shifting the category's paradigm. The brand would be defined by elevating sneaker care to the level of a scientific-cosmetic ritual.
With the brand essence clear, a narrative was built positioning HypeLab as a passionate expert ally for the user. The brand story speaks of knowledge and transformation: science provides confidence and effectiveness (the rational “what”), while cosmetics bring the sensory experience and emotional connection (the “why”).
Reach
Brand Story
Branding Design
Packaging Design
Profile
Entrepreneurs
Industry
Fashion & Textile