Achilles Heel’s brand identity project synthesises athletic culture with a modern, editorial visual language. The system pairs clean, bold typography and vector illustration with candid, natural light photography to bridge the gap between performance-oriented apparel and urban lifestyle retail.
Graphic designer Oliver Hilliker and illustrator Jack Fletcher provide the structural foundation for the brand, utilizing dynamic linework and layered print finishes that appear across retail packaging and signage. Photographer Murray Orr captures the project's energetic tone, documenting both the functional aspects of the Run Club storefront and the fluid motion of urban running. Ruby Boddington rounds out the identity with focused copywriting that threads throughout the physical collateral.
