BRAND STRATEGY:

TRANSFORMATION PROTEIN

Brand positioning and updated style guide

Visual Brand Strategist: Zachary Raber
Director: David Gardner
Design Lead: Sripriya Prasad
Agency: ColorJar

THE GOAL:

KEEPING A THRIVING BRAND ON THE CUTTING EDGE.

 
 

BRINGING BRAND VIBRANCY TO THE FOREFRONT.

In today’s social media landscape, brand positioning is a social channel’s top priority. The protein & fitness market is saturated, and most have almost identical visual brand expressions— gritty, heavy-contrast, and masculine.

That isn’t Transformation Protein.

Transformation Protein thinks protein & fitness brands should look healthy, not like a Ford F150 commercial. Transformation’s social presence visuals were redesigned around the world they strive to provide to customers— one that’s healthy, optimistic, and sundrenched.

 ART DIRECTION

Golden Hour Glow • Active • Outdoors • Aspirational Models

EMBRACE

  • Other protein brands splash up endless photos of shredded bodybuilders sweating it out inside dark gyms. Transformation understands that most of us don’t live in the gym. It aims to connect with those who put in the work at the gym, but who also push their fitness outside those four walls. It rallies around the people who take beach runs, surf, and are the first to jump on board with a group of friends taking mountain hike.

  • Transformation is a brand with deep motivational ties. Every brand touchpoint has an element that inspires the new or existing customer to think “This makes me want to prioritize my health again.”

  • Transformation Protein isn’t about endless hours in the gym and superhuman strength. It’s about uniting people around its world-class protein formula— birthed out of the desire for the purest possible ingredients and personal transformation.

AVOID

  • The protein landscape is visually similar. We know exactly what pops into your head when you hear “protein supplement”. We’re built around a distinctive brand identity, while still belonging in the fitness supplement space.

  • Commercials that sound like commercials fall flat. We’re in the business of inspiring brighter lifestyles for active people, and aspirationally active people.

  • We’re not here to talk about ourselves. That doesn’t really matter. What does matter is how our customers speak about us. That’s the voice that matters. Our brand touchpoints are exactly that— conversational moments where fitness lovers come together to ask questions and celebrate fitness milestones.

PRODUCT PACKAGING FOLLOWS THE LEAD.

As visual changes were rolled out across key brand touchpoints, the product packaging needed to follow the brand’s pivot. The unsaturated bronze that appeared across the packaging was swapped for the new golden hour yellow. There’s also a shift away from the classic packaging appearance prevalent within the protein market. Instead, the packaging moves toward a minimal, optimistic, and striking design, throttling up the shelf power.

BEFORE

AFTER