Adobe Photoshop, Magnific
Typeface:
Instrument Serif (2023) by Rodrigo Fuenzalida and Jordan Egstad
ABC Monument Grotesk Mono (2018) by Kasper-Florio and Dinamo
Art Direction
Branding
Copywriting
That’s just David. The new tagline could be a shrug of the shoulders, roll of the eyes, or a nod of respect, capturing the polarizing responses the brand provokes. If David’s already won, there’s no need to emphasize being ‘perfect’ or having ‘perfected protein’—it should already be understood. Besides, perfection implies an endpoint, but David keeps improving.
The copy largely follows what is established; the key difference is what confidence means. Rather than cockiness or arrogance, it stems from being informed and self-aware. This manifests as a self-assured, understated, and occasionally deadpan charm. Day to day social copy and customer interactions introduce more personality without losing David’s disruptive brevity. The voice principles also establish clearer guardrails: avoid commenting on bodies or appearances, being preachy, and language that suggests there’s a right and wrong. As a brand, we never say what we can’t back up, and never joke when our trust and reputation are at stake.
The art direction draws from the brand’s namesake, Michelangelo’s David: the idealized physical beauty and geometry of High Renaissance art juxtaposed with the tension and theatricality of the Baroque. This comes through in set design, camera angles, studio lighting, and how the human body moves. The result is visually satisfying and lives between chaos and restraint, creating depth and intrigue within the neutral color palette. The art remains aspirational and editorial, and introduces modern luxury cues that feels less curated and performative. While drama is good, minimalism is sometimes just as powerful.
Together, these creative choices create a David that doesn’t need to prove itself. The brand’s confidence comes from knowing exactly who they are, what they offer, and what they don’t need to be.