RUNE® — State Mood Board
v0.4 · SYSTEM VIEW 2026·07·10 32 references · 4 states · 4 products

Four states of performance.

Performance isn't a moment. It's a sequence of moments: Effort, Doubt, Focus, Recovery. These are the content layer — decoupled from the product line below. Doubt is the state no competitor in performance nutrition names. That's where RUNE lives.

Reference imagery gathered 2026-07-10. Photo direction is film-grade cinematic — real captured moments, vintage colour, halation, real grain. The state colour is a mood register, not a filter.

STATE 01 · EFFORT

Effort®

push
Reference: Effort
STATE_01_HERO · OXBLOOD · #7A2E1A
REFERENCE INVENTORY · SEE Brand/references/states/01_effort/
STATE 02 · DOUBT DIFFERENTIATOR

Doubt®

question
Reference: Doubt
STATE_02_HERO · DEEP INDIGO · #1E2761
REFERENCE INVENTORY · SEE Brand/references/states/02_doubt/
STATE 03 · FOCUS

Focus®

lock
Reference: Focus
STATE_03_HERO · CYPRESS · #3E4E3C
REFERENCE INVENTORY · SEE Brand/references/states/03_focus/
STATE 04 · RECOVERY

Recovery®

restore
Reference: Recovery
STATE_04_HERO · TERRACOTTA · #A0553B
REFERENCE INVENTORY · SEE Brand/references/states/04_recovery/
THE POLES

Effort ↔ Doubt

These are the emotional bookends. Everything else — Focus, Recovery — lives in the traffic between them. RUNE's differentiator is that it names them all.

PUSH — 01

Motion. Sweat. The last rep.

QUESTION — 02

The plateau. The bad session. The 5am alarm.

PRODUCT PALETTE · SHOP LAYER

Where states name what athletes feel, products name what they take.

The state colours above are the content layer — one palette per emotional territory. The product colours below are the shop layer — one gradient per SKU. They rhyme (Energy shares its name with Effort; Recover with Recovery) but they don't lock 1:1. Doubt has no product; that's a feature, not a bug. Launch is Energy · Daily · Hydrate. Recover is parked to year 2–3.

GRADIENT
Acid Lime → Heat Orange → Ember
STATE 01

Energy

Optimised output
Signal
Heat Orange #FF6A00
Format
PERFORMANCE GEL
KEY ACTIVES
  • 200mg Caffeine
  • 3g Beta-Alanine
  • Cognizin®
GRADIENT
Lemon → Peach → Pink → Grapefruit
STATE 02

Daily

Daily foundation
Signal
Grapefruit Pink #FF5C7C
Format
DAILY STICK
KEY ACTIVES
  • 5g Creatine
  • 5g Collagen
  • 200mg Vitamin C
GRADIENT
Steel → Electric Blue → Deep Indigo
STATE 03

Hydrate

Fluid balance
Signal
Electric Blue #0E63E0
Format
PERFORMANCE STICK
KEY ACTIVES
  • 1000mg Sodium
  • Pink Salt
  • Coconut Water
PARKED · YEAR 2–3
GRADIENT
Recovery Green → Bright → Pale Lime
STATE 04

Recover

Repair initiation
Signal
Recovery Green #2FA12C
Format
PERFORMANCE SHAKE
KEY ACTIVES
  • 20g Clear Whey
  • 15g Cluster Dextrin®
  • Tart Cherry
TYPE SYSTEM · THREE VOICES

Display carries the loudest moments. Functional is the workhorse. Technical is the instrumentation.

Three voices, one system. Never blur them. Display is the wordmark and one-word statements. Functional grotesque handles headlines, sub-heads and body. Technical monospace handles every label, dose, state code and spec — the instrumentation that makes RUNE feel engineered.

RUNE wordmark RUNE wordmark
RUNE® WORDMARK · MASTER · Brand/logo/master/
VOICE 01 · DISPLAY
Performance.
Bold, wide, techno-rounded. The wordmark and one-word statements only. Never for body copy.
TYPEFACE RUNE Display (proprietary)
SUBS Monument Extended · Unbounded · Clash Display
VOICE 02 · FUNCTIONAL
Performance, understood.
Neutral, confident, modern grotesque. Headlines, sub-heads, descriptors, body. The workhorse.
TYPEFACE Neue Haas Grotesk Display / Helvetica Now
SUBS Inter · Söhne
VOICE 03 · TECHNICAL
STATE: 02_DOUBT
INTENSITY: ████░░
FOR_PEOPLE  WHO_PERFORM
Mechanical, precise, instrument readout. Labels, doses, state codes, specs. The signature texture — half the brand's personality lives here.
TYPEFACE Space Mono / JetBrains Mono
SUBS Geist Mono · IBM Plex Mono