Case study
Nutrition X
Project Overview
Nutrition X, an award-winning sports nutrition company specialising in B2B sales, underwent a comprehensive brand refresh to better reflect its evolved market position across all channels. The rebrand encompassed every aspect of the brand, including typography, photography, video, and animation, along with a complete redesign of packaging for its entire product range.
Strategy
The main aim of the rebrand was to reposition the company to better connect with professionals in the sports industry, particularly club nutritionists, whilst preserving the strong rapport already established with everyday athletes.
With the brand’s solid foundation in scientific research underpinning its products, we developed the theme of ‘uniting power and precision,’ blending science and fitness in perfect harmony to permeate all aspects of the brand. This was achieved by highlighting the physical prowess and resilience of athletes alongside the meticulous care and expertise that inform every stage of product development.
We established distinct pillars for the brand to utilise across various channels, such as social media and print. On social media, we kept the approach organic, concentrating on the essence and spirit of sport rather than overtly promoting products. In contrast, for print and email, the focus shifted to the products themselves and the scientific research conducted by the team.
Execution
For the visual identity, we designed a logo that embodies the brand’s core values of credibility and support. The design centres on typography, enabling it to integrate seamlessly among competitors while distinguishing itself through the scientific tone of accompanying assets, such as the use of “+” icons.
These icons were employed to create versatile patterns adaptable across various media and channels. To complement them, we developed a chevron pattern derived from the “X” in the logo. Together, these elements emphasise themes of forward momentum and precision, reinforcing the brand’s focus on progress and targeted expertise.
This approach shaped the design of assets such as packaging, ensuring they had an immediately recognisable presence both online and on shelves, thereby enhancing product recall. Imagery also played a crucial role, and we aimed to maintain a consistent visual style where branding motifs were used sparingly. To achieve this, we focused on using natural, authentic imagery with framing that felt genuine. The images were colour graded to evoke the early mornings and late evenings that many athletes experience, reflecting their dedication to their sport.
