Therefore Design

Client Brief

Design appealing and approachable protein packaging that makes ‘eating right’, easy for both males and females. We designed the brand identity, packaging design, and marketing collaterals for e-commerce as well as physical retail shelves. Our mandate was to position grass-fed whey protein as natural, for everyday athletes.

Urban/ affluent consumers, both males and females, typically 18 years and above who engage in physical activity such as gyming, running, cycling, and yoga, at least 2-3 times per week. Through our design, we had to communicate with an audience focussed on building a great physique and getting lean, while improving fitness levels, health and immunity.

Idea

The ubiquitous all-black pet jars of whey protein in seemingly masculine forms, has over time led to a sense of consumer distrust, inhibiting people from getting their necessary daily protein intake. Our goal: break this pattern and help make good food easy to consume, for all.

Execution

An ever-growing young and urban Indian demographic has given a mighty boost to the personal fitness and health sector in recent years. Fitness activities in turn, have created a huge demand for whey protein and similar such functional foods and beverages. Yet, 73% of India’s affluent, both males and females, are protein deficient.

 

Our research had shown that among various consumer beliefs responsible for this deficiency, the lack of user-friendly and genderless protein packaging inhibited people, from getting their daily dose of protein. Add to that, most protein packaging in the retail space fails to educate users about the contents inside.

 

Thus, was born Foodstrong – a whey protein brand that is accessible, lifestyle-complementing, honest, and trust-instilling, along the way, powering everyday athletes with delicious and nutritious food instead of supplements.

This is how we did it!

Therefore Design

Design

  1. Pune

Services

Clients

Category Experience

Employees

26-50 Employees

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