Designer Protein:
Rebrand & Launch
Responsibilities
Creative Direction & Marketing Strategy
Influencer Marketing & Management
Graphic Design, Photography & Copywriting
Video Concept & Storyboard
Client Wins
Generated over 200K views of influencer videos via social & site
Increased social following by 14%
Drove gross online sales by 19% with conversion up 37%
Summary
From logo & colors to packaging, digital assets & apparel, Designer Protein was in need of a massive rebrand to their 25-year legacy brand/company. A true 360 campaign that hit on every major consumer touchpoint – it served as the guiding light for a company on the eve of reinventing itself for the next quarter century.
The combo mark logo was a special component. We wanted to convey a sense of movement, fitness & innovation via the simple & sporty arrow mark. We strategically placed it to the right side of the text. There is nothing in its way as it pulls the company forward & operates as tip of the spear in all facets of business.
“The vision, & ability to execute that vision, is unparalleled. I have been constantly amazed by their dedication to the process, collaborative approach & trust in the team they choose to surround themselves with.”
- Evan B.
Thatch Creative, The Wonderland Group, Oakley
Headwinds
Keep a 25-year-old legacy brand authentic to its roots yet fresh
Full rebrand touched every element of company
Multiple rounds of physically mocked up product concepts for over 80 SKUs
Phased timeline with many moving parts
Securing board & executive team approval
Destination
New logo design system for full suite of applications
Improved website functionality with Shopify integration
Refreshed packaging across family of brands
Multi-faceted marketing campaign leveraging global influencer
Flagship video & supporting cast of creative assets
A young man with a gray t-shirt that says 'Designer Protein' and black pants standing on a sandy beach, holding and pulling a heavy rusty chain.
Computer monitor on a wooden desk displaying an online store for whey-based protein supplements, with images of fit people and product details.
Sample fitness and protein supplement marketing materials, including brochures, business cards, and magazines, featuring athletes and various protein products.
Open jar of chocolate-flavored protein pudding topped with whipped cream, a scoop of chocolate powder, a purple container of chocolate protein powder, a whisk with some whipped cream, and a metal scoop of protein powder on a white surface.
Person wearing a gray T-shirt and a black wristwatch holding a smartphone, viewing a webpage or app.
Two beige tote bags with teal graphic designs and text. The left bag features a teal geometric pattern with an arrow symbol, and the right bag has the message "designed to go places" with a small logo beneath.
A tote bag and a rolled-up yoga mat on a wooden floor, with the tote bag holding a pink can of Aria Wellness Protein, a black water bottle with a white lid, and all positioned near a window with blinds.
Product page for Designer Whey 20g Natural 100% Whey Protein in French Vanilla flavor, 2 pounds, priced at $29.99, featuring a white container with a black lid and blue accents, and small images of other flavors below.
A display of white and black caps hanging on a rack next to a large banner featuring a smiling woman with long blonde hair, wearing a floral crown and a white lace top, at an outdoor beach event.
Person using a laptop displaying a website called Designer Protein with the word Froreless on the screen.
A person in athletic attire pouring a drink into another person's mouth at an outdoor event.
A container of Designer Whey vanilla coconut flavored protein powder, a cup of a creamy beverage, a red notebook, and a black pen, arranged on an outdoor table with a white knit blanket.
Person holding a smartphone browsing a website with health supplement products, a woman with blue hair in a pool, and text saying "FEARLESS" in the background.
Container of Essential 10 plant-based meal replacement powder with label showing organic antioxidants, probiotic fiber, vitamins, and minerals, next to a wooden corkcicle cup on a wooden surface, with a bunch of greens partially visible in the foreground.
“They have an unparalleled knowledge of design & break it down into easily understood terms for a non-creative. Heave Ho! taught us how to speak design ‘language’ so that our teams could integrate efficiently. Their strategic understanding of marketing helped translate our ideas into effective creative campaigns.”
- Kelly M.
MUSE Digital Strategies, Be Social Group, Stance
we can help you win, too
Fill out the form & let’s pull anchor today.