Active Genetics came to us with a strong range of fitness supplements focused on muscle strength, energy, and recovery. But they were ready to evolve, shifting away from the traditional “hardcore gains” space and repositioning as a clean, natural supplement brand for fitness enthusiasts competing in hybrid endurance events and functional fitness challenges.
We helped redefine their brand story, steering it towards a purpose-driven identity built on performance, marginal gains, and longevity. With natural ingredients at the core, we brought transparency, quality, and safety to the forefront – aligning with the mindset of today’s health-conscious athlete.
Backed by a fresh strategy, Active Genetics were able to successfully launch three new mushroom-based products to support every stage of training – pre, intra, and post-workout – each designed to deliver targeted performance benefits. Alongside their existing range, we introduced a new product categorisation system to help customers shop by goals and results, not just ingredients. Every touchpoint was refined to reflect their new direction, from product positioning to campaign messaging.
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