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SUB:3 Running

Bending space & time

Member: 03
Room: On the shelf
What we made: Brand identity, digital design, packaging, motion design, print

02:59:99 becomes an icon of possibility.

SUB:3 takes its name from the ultimate marathon milestone — breaking the three-hour barrier. A number that represents obsession, discipline, and belief in what the body can endure.

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Idea

The brand was built around this fixation with time. Seconds are stretched, distorted, repeated — a visual language drawn from race clocks and digital readouts. 02:59:99 becomes an icon of possibility.

Craft

Typography bends under pressure; mantras loop across surfaces. Packaging, apparel and campaign material look more like race posters than nutrition branding — designed to live on the street, in clubs and at the track.

Position

More than fuel: a culture. A rallying point for those who run against the clock — and win.

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Runner in an orange puffer jacket drinking from a bottle against a sunset sky, SUB:3 campaign

SUB:3 Running campaign: silhouette of a runner against a glowing aqua roller door

Close-up portrait of a sweating runner in tinted sports glasses, SUB:3 campaign

Runner sitting on the ground, a silver SUB:3 sachet beside tattooed legs and running shoes

Runner standing in a misty, purple-tinted field at night, SUB:3 campaign

SUB:3 Run Club graphic listing Sydney, Chicago, New York and London beside a sunset running photo

Back of a silver SUB:3 pouch with nutrition panel and ingredients

Front of a silver SUB:3 Pre-Run pouch with a race-clock timer graphic reading 00:00:00

Runner drinking from a bottle at night while a hand mixes SUB:3 into a flask, in a purple wash

Motion-blurred SUB:3 Pre-Run pouch falling against white

Hand pouring a SUB:3 sachet into a bottle, in warm light

Silver SUB:3 Pre-Run sachet catching a flash of light against black

SUB:3 sandwich board on a street: “Fuel Stop” with a race time of 01:40:27

SUB:3 typographic pattern of the word “Run” repeated in different widths and directions

Hand pouring a glowing SUB:3 sachet into a bottle against a deep blue night sky

Silver SUB:3 Post-Run pouch with a race-clock graphic reading 02:59:59

Back of a silver SUB:3 Post-Run pouch with nutrition panel

Powder pouring from a SUB:3 sachet into a bottle in hard flash light against black

Motion-blurred SUB:3 Pre-Run pouch streaked with red light

Close-up of a SUB:3 Pre-Run sachet: carbs, electrolytes and caffeine, tropical flavour

SUB:3 Runners Club poster repeating “02:59:99 SUB:3 (Runners Club) — Join the SRC”

Runner in a black T-shirt and shorts checking a watch on a sandstone track