Case Study: Black Belt Bodycare

September 17, 2015

In 2013, the owners of Hawaii Natural Products started developing a line of Body Care products for Athletes. Sam Lareau, the brain behind all this operation being himself a Brazilian Jiu Jitsu black belt, decided to appropriately call his new product line “Black Belt Bodycare”.

This is when he turned towards Charles Oreve, founder and marketing specialist with The X Concept to help him with his packaging and other marketing materials.

Mission Statement

The vision that was described was “Bad Ass Soap for Dirty Tough Guys”, emphasizing on using solely Natural Products as well as handmade in Hawaii.

We went for a distressed but organic look for the corporate identity, the target customer being experienced athletes enjoying rough activities while taking care of their health and body through regular training and use of natural body care and natural supplements.

Initial Collaboration

The first version of their product packaging was created for Hand Soaps, Body Wash and Lotion.


This range of labels, showcasing three fragrances: Original, Citrus and Peppermint – has received rave reviews from Mixed Martial Artists. Legends like Royce Gracie, Luis “Chief Limao” Heredia, Steve Maxwell and Sergio Machado, and athletes all around the world.

Black Belt Lotion
Black Belt Bodywash

Black Belt Range Evolution

The range is now including lip balms, shaving cream, supplements. Two new fragrances, Eucalyptus and Lavender of the bodycare products were added.

We have then decided to update the packaging to focus on the Black Belt and a more streamlined look. Focusing on shelf impact and more color variations showcasing the expanding product line. You are now able to find them online at Products are available through health food stores around Hawaii and gyms across the United States and now the world.

Jiu Jitsu is a very high image sport. To be on top of the game you have to showcase the right graphics to represent your brand.

Copyright The X Concept 2024. All rights reserved.

Skip to content