Taking protein out of the gym
For many people, adding a protein supplement into their everyday diet has enormous benefits. However the market is dominated by bulk powders depicting muscle bound guys and very masculine packaging. People are put off by this kind of image especially women who perceive these products as purely for bulking up. The Good Whey Company wanted to create a brand that delivers a significant amount of protein in a delicious every day drink. We started from a blank sheet of paper and created the brand Upbeat. We defined the positioning and tone of voice for the brand before designing the bespoke bottle and distinctive graphic icon.
Finish artist, Lasse Skarbovik drew up the final version of the icon and also created illustrations that appeared on promotional materials.