ONNIT
STRATEGY | LOGO | PACKAGING
(IN COLLABORATION WITH ONNIT IN-HOUSE CREATIVE)
Total Human Optimization
There’s no shortage of supplement companies and generically branded vitamins out there – but Onnit is going beyond supplements. With Primal kettlebells shaped like Gorilla heads and UFC partnerships, their culture and their formulations take nutrition a step further. At almost every touchpoint their brand connects with the idea of optimizing your best self and connecting to your inner badass.
Something to Aspire to
Because Onnit’s culture connects to being elite on every level, it was only fitting to bring the same motif to their supplement line as well. We used black across all product SKUs and bold type to exude strength on every package to most efficiently resonate with people who fight hard to be their best. Balancing strength with trust was critical. While a foil stamped logo and raised gloss treatment evoke trust in the brand, intricate botanical imagery on uncoated natural paper communicates the product’s use of earth grown nutrients.
Consistent Brand Equity
In addition to better resonating with the company’s culture, the new packaging allowed shoppers to quickly find Onnit products – regardless of what shelf space they were in. This helped Onnit to build equity in their brand instead of building equity in individual products.
