Demystifying sports nutrition


Brand creation / Visual Identity System / Naming / Brand communications / Packaging

Giving you the edge


We were challenged to create a total identity system for a new sports nutrition brand. To cut-through, the brand would need a unique point-of-view. Our research revealed that the category typically focuses on fitness fanatics, while ignoring everyday enthusiasts. We identified a strategic opportunity for a brand that can demystify sports nutrition for those who enjoy exercise, but feel intimidated by the current offer.



We created a marque that heroes the inclusive brand name, Be, and blends soft curves with a angular edge for an approachable yet efficacious feel. To simplify range navigation and understanding of product usage, a clear, three-stage structure for the range was created reflecting primary exercise needs: Focused, Sustained, Recharged. A bright, tonal, unisex colour palette stands apart in a category dominated by a cold, masculine aesthetic. For the brand’s off-pack communications, a distinctive photography style, that celebrates individual empowerment creates an accessible yet aspirational brand identity.