FOR BODY & FIT WE CREATED A FLEXIBLE PACKAGING DESIGN SYSTEM THAT ENSURES BRAND RECOGNITION IN EVERY INSTANCE. ONLINE AS WELL AS IN THE GYM.
Client: Body&Fit / Brand: Body&Fit / Category: Sport Nutrition / Market: Global / Fields: Branding, Packaging Design
Performance design
Body & Fit, an international, online Sports Nutrition retailer, asked us to rebrand their entire 700+ SKU private brand portfolio. As B&F is selling multiple sports nutrition brands in their online store, it was key that their private brand would clearly stand out amongst the rest. Speaking the language of the Sports Nutrition category with a clear visual link to the Body & Fit VI. Optimal online as well as on-shelf legibility and a clear on-pack information system were a must. Contemporary, Clean & Energetic were the key words in the creative brief.
To achieve this, we created a flexible design system, based on B&F’s geometric brand icon. It holds a prominent position in the background of each pack. The negative space front of pack creates a dedicated area for branding and information.
700+ products
The massive product portfolio - ranging from Protein powders, over dietary supplements, to food & snacks - was divided in 4 categories: Essential (White), Perfection (Black), Vegan (Green) and Food (off-white/beige). The Essential and Perfection range cover the core of B&F’s product range and are therefore dressed in a combination of B&F’s main brand colors, black, white and yellow. Photography is only used where appetite comes into play (on the bars and throughout the food range).
Creatively focussed
We started the project with a brand session, incorporating design, strategy and the client, to get an aligned view on the brand’s new positioning and character as well as the target consumer and the world they move in.
The result was a clear creative brief which gave us focus and context to start working on the packaging design. Based on this creative brief, we defined 3 creative territories, each with a different focus on the brands core values. Each territory was translated into a distinctive design route. Workin closely with the client’s brand team, one route was chosen and refined to a final design concept.
Ready to roll
Getting 700+ packs redesigned is a different ballgame than getting limited product line on shelf. You’re not only dealing with production and printing lead times, but with numerous different suppliers and varying numbers of ‘old’ stock on each single product.
Therefore, implementation has to be phased, which calls for a very clear and consistent design principle, translated into easy to use guidelines. Thus making sure artwork could be created on demand on any thinkable substrate.
All the way to the finish
Also in big scope projects like this, the quality perception of each individual product, and thereby the brand, is essential. In close collaboration with the client’s product and category team, we made sure that each and every supplier was able to deliver a quality end result.
