DUX: a human centered company
DUX is a health and wellness company specializing in nutritional and dietary supplements. It is one of the largest supplement companies in Brazil, growing more than 50% per year over the last three years. Using advanced technology, DUX aims to enhance consumers' quality of life. The brand's motto, “Powerful health, better life” reflects a broad concept of health, encompassing body, mind, and beauty.
The company was initially focused on sports performance but soon recognized the need to expand its positioning, engaging in a dialogue about overall well-being, even beyond sports. Now, the brand’s portfolio includes products catering to various aspects of body and mind care while maintaining its core pillar of high performance.
To communicate the full range of meanings that DUX associates with health and its products, we collaborated with the brand to develop a versatile typographic palette. We designed three distinct type families. The DUX typefaces share the same character structure but differ in their finishing details.
DUX Action preserves the brand’s sporty DNA, bringing impact to compositions, particularly with its sharp angles. It also features alternative characters with additional cuts in the letters, enhancing the sense of sportiness and high performance.
We envisioned DUX’s typographic voice as a spectrum ranging from a sporty essence to a wellness-oriented tone, with DUX Action representing the athletic side. DUX Core contributes to the palette by smoothly transitioning between both ends. It is softer than Action but still retains much of its structure and sharp edges.
Meanwhile, DUX Soft rounds out the letterforms for a lighter, more approachable communication style. Additionally, we created DUX Text, which follows the same structural foundation as the other fonts but is optimized for readability at small sizes, removing some of the display-focused details.
DUX is a perfect example of how a complex brand positioning can be translated into typography, offering versatility in communication through customized typefaces.
Project Credits
Typedesign: Plau — Carlos Mignot & Rodrigo Saiani
Branding & Creative Direction: Gu Sobral, Livia Malouf
Visual Identity: Gu Sobral
Strategy, Persona & Tone of Voice: Livia Malouf, Marina Lisboa
Package Design: Gu Sobral
3D Renders & Motion Graphics: Pedro Sá
Approval: Lucas Barhum
Visual Identity: Gu Sobral
Strategy, Persona & Tone of Voice: Livia Malouf, Marina Lisboa
Package Design: Gu Sobral
3D Renders & Motion Graphics: Pedro Sá
Approval: Lucas Barhum