Spiree — running, celestial.

Spiree makes 100% Merino wool base layers for running and mountain sports — thermoregulating from +30°C to −10°C. But a spec sheet doesn't fund a launch. The site had to sell a premium, sustainable product and rally backers for a crowdfunding campaign.

The answer was a celestial identity built around Astrid — the runner the brand is named for. A Sun line to unleash your inner fire, a Moon line to embrace your ethereal side — each with its own gradient world, tied together by one story.