Hypo is a high performance underwear tailored towards extreme mountaineers who often faces severely cold climates.
The underwear was created to reheat the body in any events of hypothermia. Hypo Magazine was established to inspire their core consumer towards future adventures while subtly promoting their product.
The name "Hypo" functions as an abbreviation for hypothermia while the graphic language aim to express the dramatic surroundings typical for extreme mountaineering. The vibrant colors reflects the contrast between heat and cold.
The assignment here was to invent a fictional brand from the ground up that would offer an innovative product not yet available on the current market. Furthermore, the project asked to market this new product towards the intended target audience while maintaining an overall cohesive graphic language. The initial idea for this project was drawn from the many documentaries and articles discussing the immediate threat of extreme mountaineers facing hypothermia.
"Hypo" is an abbreviation of the word hypothermia and is a direct reference to the initial intent of the product. Hypo is an advanced underwear that reheats the body temperature as soon as the body faces the risk of falling in a hypothermic condition. With advanced micro fiber technology the textile achieves to fully isolate body heat and thus preventing the body temperature to fall below 36 degrees. The visual system uses vibrant yellow and blue as primary colors to reference the heat and cold. The sharp and angled features of the typography reflects the technical aspects of the product.