BRZRK
2025-6
Bootstrapping a fitness brand from concept to market
BRZRK (Berserk) was a fitness brand I co-founded to modernise traditional chalk through a cleaner, spray-on alternative for athletes. I took the idea from concept to market, leading the brand identity, product design, digital presence, launch strategy, and distribution. The project combined my skills across design, marketing, and entrepreneurship, building both the product and the brand behind it.
Stage 1
Building the Brand
Starting from a blank canvas, I developed BRZRK’s visual identity and positioned it as a premium performance brand within the fitness space. I created the brand system, packaging design, website design, and digital assets, ensuring every touchpoint reflected the product’s focus on performance, convenience, and innovation.
Early Concepts
Stage 2
Bringing the Product to Life
I worked across the full product development process, from refining the concept and packaging to coordinating with manufacturers and distributors. This involved balancing creative decisions with practical considerations such as production, costs, logistics, and customer experience.
Stage 3
Creating Demand
Beyond the product itself, I focused on building awareness through content and storytelling. I developed BRZRK’s content strategy, created social media assets, and tested different ways of communicating the product’s value to athletes.
Within the first month, BRZRK content generated 450K+ views on TikTok, helping validate the brand and build early momentum.
Stage 4
Launch & Validation
The brand was recognised by winning 1st Place at Kingston University’s Bright Ideas 2025 competition, where I pitched the business to industry professionals. We also presented BRZRK to 50+ investors and VCs at Google HQ and secured gym stockists, moving the product from an idea into a real-world retail environment.
