Rooted in the idea that everyone faces their own personal "cliff"—a moment of resistance, doubt, or push—this concept became the foundation for CLIF’s visual transformation. It speaks to the brand’s core belief: that growth comes from challenge. It’s a call to action that’s as much internal as it is physical—fueling not just performance, but purpose. The tone is bold, authentic, and original, tapping into the raw, spirited energy that has defined CLIF since the beginning.

Visually, the system leans into what makes CLIF iconic—thick black outlines that feel confident and strong, wood-type inspired letterforms with a nod to American heritage, and flat, vibrant colors contrasted with sharp shadows for depth. To make the brand feel more relatable and expansive, we introduced an inclusive set of illustrations in a Michael Schwab–inspired style—capturing a wider range of people and stories. Altogether, the look is bold, grounded, and built to connect with a broader audience while staying true to CLIF’s roots.