Oliver Hilliker’s clean identity for Achilles Heel cements the running store as industry experts

Glaswegian running store Achilles Heel has been an eminent hub for the running community since the early 2000s, combining their expertise and passion for the sport with the field’s leading equipment, clothing and technology. Having not altered their identity for more than 20 years, Achilles Heel turned to Glasgow-based graphic and motion designer Oliver Hilliker for a graphic reinvention, with the hope of introducing a fresh audience to the store and sport. Taking centre stage of the resulting identity is Hilliker’s use of Bureau Brut’s Bourrasque as the primary typeface – the variety and construction of which demonstrates the energy, passion and ability behind the business. Thoughtfully applied across dynamic yet pragmatic compositions of colour, copy and characters, the typography strikes a balance between candour and utility – resulting in an extensive brand that is undeniably engaging. Working closely alongside copywriter Ruby Boddington in developing Achilles Heel’s voice, Hilliker built the identity upon the notion of understanding; seeking to communicate the challenge and grit of running, as well as its achievability and fundamental satisfaction. Providing a warm, reassuring and unpretentious informality to the brand’s output, the copy succinctly brings the brand back down to earth, making evident the priority the store places on their community.