I designed a logotype for Apex that was both simple and reliable. The diagonal spaces cut in the letters of the logo reflect speed and movement. To help give the brand flexibility, I created a system of patterns using diagonal lines based off the logo. This system could be used in a variety of ways, with a playful, yet clean icon scheme that was used for product identification and as a pattern on the subscription boxes. A simple and refined website was created as well as a flexible packaging system. I used the DIN font family to represent the sophisticated urban feel of the brand.