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The Decathlon SUBEA brand book you can read underwater

A gift for staff and investors that had to explain the brand in a few pages. We built it on one line: “Share the amazing underwater experience”.

SUBEA Brand BookArt direction

Sound familiar?

If any of these sound like you, this project is about you.

  1. Your brand has a clear idea, but it lives in presentations nobody opens twice.
  2. You have to explain it to your team and to the people investing in it at the same time.
  3. You want your team to feel it as their own.
  4. And you’re after something people will want to keep.

That’s where Decathlon SUBEA came in.

Diving, for anyone

SUBEA, Decathlon’s diving department, wanted a Brand Book to give to its staff and investors: the essence of the brand in a few pages, and its idea of diving as something accessible, safe and enjoyable for anyone, not just experts.

Isla Studio built everything around one concept, “Share the amazing underwater experience”, which guided the art direction and every illustration. Besides the book, it made a video for the investor presentation, in the same visual universe.

How we solved it

Layered flat illustration in blues and turquoises, with real Decathlon users enjoying themselves underwater.

  1. Pages of the SUBEA Brand Book on a table, with the line “Share the amazing underwater experience”
    01Share the amazing underwater experience

    One line that organises everything

    The concept opens the book and decides every illustration: what gets drawn, how, and in what tone.

  2. Illustrated pages with SUBEA’s values: “Respect”, “Inspiring” and “Smooth and safe underwater experience”
    02Smooth and safe underwater experience

    One value per page

    Respect, inspiration, safety: each brand value has its own illustration and its own line.

  3. “Respect” page: a whale shark swims among divers
    03Respect

    Respect for the sea

    A whale shark among divers: respect for the environment, told with one image and one word.

  4. Detail of an illustration: two faces in diving masks underwater
    04

    People, not kit

    Faces of people enjoying themselves underwater: safety and enjoyment come before the equipment.

The object

Printed on stone paper

it can be read underwater

The book was printed on stone paper, which is waterproof: the brand can be read right where diving happens.

Project details

Client
Decathlon · SUBEA
Agency
Sweat
Project
Brand Book
Format
Illustrated book and investor video
Paper
Stone paper, waterproof
Year
2023
Production
Isla Studio

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