GoNutrition felt their existing brand identity wasn’t reflecting their vision and positioning in the industry. It needed to move away from a dark, macho, body-builder image, and appeal to a wider performance and fitness market. The brand needed to be clean, fresh and honest, and stand out in a saturated market.
- Re-position the brand
- Reflect the quality of the product in brand and packaging
- Stand out as different to the competition
- Create a fresh brand image
- Bring consistency to the range of products
- Shift brand perception from cheap to more premium
+ The Challenge
The brand needed to move away from it’s current positioning and capture a new audience, whilst maintaining a strong brand to keep their current audience. Utilising the quality of the product and honesty of the company was key in achieving this.
GoNutrition provide a wide range of products to aid a healthy lifestyle and the brand needed to work across packaging of the whole range as one and be instantly recognisable.
+ Our Strategy
We created a softer logotype using smooth, curved letterforms to mirror the athletic nature of the target audience using lowercase throughout. The strapline ‘see the difference’ was devised to support this and reflect the quality of the product and honest nature of the brand that differentiates themselves from the competition. It also encapsulates the difference you will see in your physique and physical performance with the support of GoNutrition supplements.
The black from the old branding was reduced in usage and shade to a softer grey whilst the orange was freshened up in tone and used as the main brand colour to create a more striking, energetic, clean and approachable look and feel.
The packaging took it’s lead from the new brand identity utilising the new colour palette with crisp, clean lines and clear product information. Reinforcing the honest, open tone of voice. This style was then carried over all of the packaging, creating a unified identity and strong brand awareness.
The brand personality and proposition was continued with the creation of a mission statement that is on every single product and some playful tag lines to be used in promotional material that pokes fun at some of the industry and tries to set themselves apart from the dishonest side of it and positions themselves as a straight-talking brand that produce real products for real people.