FlexU – Kinesiology Tapes & Packaging Design

FlexU produces kinesiology tapes designed to treat and soothe sore muscles resulting from sports activities or injuries. The client needed to position their therapeutic product in a highly competitive sports recovery market. Their challenge was twofold: first, they needed the physical tape to offer a functional advantage for the user applying it, and second, they required a premium, cohesive packaging system that could easily differentiate between various product formats (continuous rolls vs. pre-cut strips, single vs. multi-packs) and colors, while maintaining a clean, high-performance athletic aesthetic.

I led the complete visual strategy, bridging product design with packaging architecture to create a unified, premium sports brand.

My specific contributions included:
Product Design (The Hexagon Pattern): I designed a unique hexagonal pattern that was printed directly onto the flexible tapes. This wasn’t just an aesthetic choice; the geometric pattern acts as a functional visual guide, allowing users to achieve controlled, precise stretching during application based on how the hexagons distort.

Packaging Architecture & Design: I created a clean, minimalist packaging system for the entire product line (single rolls, three-packs, pre-cut, and continuous). I integrated the signature hexagon pattern into the background of the dark packaging to establish brand continuity.

Color-Coded Visual Identity: To differentiate the tape colors (such as black and pink), I utilized dynamic, color-coordinated silhouettes of athletes in mid-action on the front of the packaging. This instantly communicated the product’s color and its target demographic (active sports and recovery) at a single glance.

(Product photography: Omri Miron)