Brand & Packaging
The truth was on theback of the package.
Protein bars had become a category full of promises. More energy. Better performance. Healthier choices. Stronger bodies. But research revealed something much simpler. People were turning the package over. Protein. Calories. Sugar. Carbs. So instead of inventing another promise, we built the idea around what people were already looking for. Truth in numbers.
The insight
Give people the number they came for.
In a category shouting about lifestyle, performance and wellness, people were quietly comparing nutrition labels.
So we stopped making them search for the reason to choose Pure Protein.
We put it right on the front.
Chapter 01
Turn the package around.
The nutrition panel had always lived on the back. We took its most compelling information and moved it forward.
Protein got bigger. Messaging got simpler. The package worked harder.
No claim to decode. No wellness poetry.
20g protein.No metaphor required.
Chapter 02
Make the numbers
the brand.
What started as a packaging idea quickly became something bigger.
We explored a new identity system built around the information consumers cared about most. Protein content became part of the visual language. Packaging became clearer, faster to navigate and harder to miss.
We didn’t decorate the strategy.
We made it visible.
Chapter 03
Truth in numbers.
From there came the larger brand platform.
While the category kept finding increasingly elaborate ways to talk about wellness, Pure Protein could say something considerably harder to argue with.
Facts.
Less spin. More substance. When you’ve got the numbers, you don’t need the hype.
Chapter 04
Put the numbers
to work.
Packaging. Advertising. Digital. Social. Retail.
The idea became a flexible system that could travel anywhere the brand did, using the same simple ingredients:
Product. Number. Proof.
One idea. Lots of places to put it.
The truth.In numbers.
Next project
Atlantic Health