We had to think of a branding solution that responds to more business-specific needs at the start of the road: "How can you get into a crowded category, dominated by strong brands?" or "What brand features must capture the brand identity in order to attract the target's attention?"

The basis of our strategic solution was to understand the consumer's expectations and the business vision of the stakeholders. External analysis have helped us  discover the main player communication styles, what the types of consumers are, but also what they want from a brand of sports nutrition supplements. Talking with the customer helped us find out the promise that the new brand can sustain and the naming and packaging areas we can work on.

We have discovered a category of Millennial consumers whose needs are less satisfied in the category. I have defined them as weighted optimists, who do not seek immediate surprises, but they maintain their active lifestyle with proper nutrition. The manufacturer's desire to develop simpler recipes, with fewer ingredients and synthetic compounds, and a healthier sweetener based on crinkle, fills the consumer's profile. At the intersection of the two brand insights, we identified a positioning area to support the consumer in training at his own pace. Once this territory is defined, the brand idea has found its natural expression in the formula, Keeps you on track.

How do you make sure that your message reaches the target, from the multitude of brands, mostly well consolidated? With a master packaging design solution that manages to translate the idea into reality and supports the future development of the brand. The identity symbol starts from a balanced, targeted form that conveys the idea of following its own path in physical training. It is a courageous choice that, in addition to acting as a brand asset (through oversize), also helps to create the master packet structure. It also helps to differentiate between product categories according to the objectives defined for the target.