The brand aims to get young people more engaged with their environment, and to sharpen their minds and bodies by understanding its challenges, as well as assets.

The general design and brand identity favour a modern, edgy and more symbolic/minimalist look which means to be easily memorable.

Its target audience is a wide range of ages that are looking to be all around healthy (physically and mentally) and would describe themselves as discoverers; they want adventure and the chance to experience the unexplored world!