Gatlan
RedefIne your prime
From Buddy Games to his new Netflix show Ransom Canyon, Josh Duhamel is seemingly unstoppable, as he enters a new era in his 50's. As a guy who wants to be the best husband and father he can be, Josh began searching for ways to boost his mind and body as he couldn't shake the feeling that his age was catching up with him. For years, he kept it a secret that he was taking testosterone, hair growth treatments, and longevity medications, but as time passed he realized there was nothing to be ashamed of. These wellness protocols have given him his quality of life back, and from then on he hoped to help get others back to who they used to be. Powerbomb worked with Josh Duhamel and his team to birth his new men's wellness giant, Gatlan, a living and breathing representation of Josh and his vision, story, and values. We knew it couldn't feel like any other men's supplement or wellness brand out there, because it's not.
The men's supplement industry is responsible for over $75 billion in annual sales, growing an average of 5% annually, and is expected to reach a market value of $300 billion by 2028. With growth this substantial comes fierce competition. It's hard to mention the word "supplements" without an instant mental picture of a GNC store, with dozens of copycat brands popping up to flex their "unique" take on the clinical ultra-masculine look. GNC is successful, so why not follow their lead?
The problem is, it's impossible to build brand recognition or gain market share when you're borrowing equity from industry giants. Everyone looks and sounds the same, while selling the same products to the same audiences. Generally, brands end up fighting for slivers while competing on price - a business model with high customer acquisition costs, in a spending race to the bottom.
With Josh's brand launch right around the corner, and as he began to share his story with us, it became our goal to position Gatlan as the men's wellness brand competing in a category of one.
Gatlan is unapologetically masculine. Josh wanted his appreciation for the great outdoors woven throughout the brand, building tasteful tension between the trustworthy and premium non-negotiables a telemedicine company must have.
We developed a fluid brand personality that shifted from a casual and collected demeanor in a brand setting, to educational and informative in a product-specific scenario. Both remained firmly anchored in the northstar of the brand.
Out of strength and resilience, Gatlan's visual and verbal world was born. A world that inspires and feeds personal transformation.
The Gatlan symbol is constructed to show the convergance of the human mind, body, and soul, forming an abstract "G" brand mark that balances sharp edges with curves. Our custom wordmark for Gatlan was constructed with wider letterforms and looser kerning to feel grounded but burly. The custom letterforms mimic characteristics from the brand symbol to create harmony and cohesion.
The color system lets nature take the lead, balancing cool hues with earth tones, and an electric chartreuse to become the highly differentiated equity color for Gatlan.
"I can’t say enough good things about Max and Powerbomb - they were unbelievable. So talented, easy to work with, and collaborative. We wanted something fun and modern, but we are also a telemedicine company, so it needed to feel super trustworthy. They did an amazing job and I’d recommend them to anybody. Absolutely anybody. Thank you Max.”
