The creators of Morning Runner are a courageous team with a great sense of humour and high aesthetic requirements. They perfectly learned the market of their products, the nature of online sales and quickly adapted to the changes in consumer behaviour, which in the age of social media allow young, brave brands to overtake large corporations with their popularity. The new version of the brand was to be courageous, uncompromising, funny and beyond the boring schemes in the world of Instagram. This was the first customer in the history of Hopa, who was not afraid to cross the border of “standard” – never before in the meetings did the word “shit” and “kupa” appear so often!

In the subsequent stages, we have created a multi-dimensional visual identity, the concept of which was strongly embedded in the everyday life of the target group. Since it is a real person who is supposed to be the centre of attention and not perfect bodies after the plastic operations of Photoshop, we have decided that identification should be in some way real – not perfect. The second element determining our work was to be a joke! Morning Runner is supposed to enjoy life and not become a victim of fashion for fitness. Morning Runner is surely a morning runner! And believe us, it’s not about jogging – this tea purges really hard!

Content was created parallel to the graphic elements. Hopa Studio was responsible for copywriting the whole brand. The main slogans of the campaign promoting the new view of Morning Runner were created, and whose heroine was Lucy.

Natural and bold photos depicted the day in the life of Lucy – a beautiful, smiling girl who becomes a symbol of the daily routine of Morning Runner. Daniel Jaroszek stood behind the lens. The main role models were Weronika and Alma. Undoubtedly, the star turned out to be Bajka – the hero dog hunting for Lucy’s pizza.