FLOK
Adult performance with schoolyard energy
Dirt partnered with the founders of FLOK to build an irreverent, high-status performance nutrition brand from the ground up. Designed for a new generation of multi-modality hybrid athletes, we delivered end-to-end brand strategy, tone of voice, visual identity, mascot creation, and a head-turning packaging suite that bridges lab-grade engineering with visual dopamine.
Year
2026
Industry
FMCG
Tech Stack
Figma, Illustrator, Procreate, Photoshop, Lightroom
Services
Hybrid athletes were training harder than ever, yet still relying on bruised bananas, gummy snacks and clinical powders to fuel their sessions. The founders saw an opportunity to build sports nutrition like high-performance equipment — made for a new era of athletes who train, laugh and (happily) suffer together.
The Challenge
We provide website planning, UX design, UI design, and responsive page design tailored to your brand and business goals. Depending on the project, development and ongoing support can also be included. You can choose only the services you need.
The Strategy
We provide website planning, UX design, UI design, and responsive page design tailored to your brand and business goals. Depending on the project, development and ongoing support can also be included. You can choose only the services you need.
The Solution
We provide website planning, UX design, UI design, and responsive page design tailored to your brand and business goals. Depending on the project, development and ongoing support can also be included. You can choose only the services you need.
Bringing it together
To bring Recess for Rigs to life, we developed a high-contrast visual world anchored by bold, energetic typography and neon colorways. We created custom brand mascots — including a cheeky, bird-like character — that give the brand a distinct, collectible personality across touchpoints. The tone of voice was dialed in as deadpan, unfiltered, and dry, balancing lines like "Technically, very good fuel" with brand pillars like Humble Flex and Inside Jokes.
Built to evolve
FLOK was built as an elastic brand system designed to stretch far beyond a single product format. By anchoring the brand in a strong culture (Fuel for the flok) and a flexible visual language, the system seamlessly expands into new product verticals — from hydration packs and protein powders to apparel, accessories, and event activations at HYROX and run clubs globally.
The outcome
The launch of FLOK redefined what performance nutrition can look and feel like. The packaging quickly became a viral badge of honor across the hybrid fitness community, receiving widespread praise as one of the most distinctive CPG identities in the category. By proving that elite science and fun can coexist, FLOK instantly carved out a high-status position as standard-issue equipment for high-output rigs.
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