Protein brand Multipower has adopted an updated packaging design, which it will showcase across three new product ranges.
The new visual identity from London-based design agency BrandMe was first introduced across Multipower’s advanced range of protein powder, and will be rolled out across the entire product portfolio by the end of next year.
It features an impactful brand logo with sleek, professional and premium packaging that reflects the motivations of gym-goers, the brand said. A new logo in the form of the letter M also provides parallels with its consumers’ experiences of progress, and striving to overcome personal boundaries. The shape of the redesigned logo is carried across the different packaging formats in the form of dynamic, diagonal lines, giving increased prominence to the products’ protein, carbohydrate and branched-chain amino acid contents.
Multipower has launched three new ranges of mass gainers, pure whey protein powders and whey isolate protein in the new livery. The 100% pure whey protein is a triple blend of high-quality wheys that delivers an incredible protein content and amino acid profile, plus additional vitamin B6; the 98% pure whey isolate protein is high in branched-chain amino acids and taps into the rising demand for isolates within the muscle category; while the mass gainer pouches contains a blend of eight different proteins, with fast-digesting carbohydrates that support muscle mass, restore muscles and stimulate the production of insulin. The three new ranges are the result of extensive research and formulation, and are available in rich chocolate, French vanilla, strawberry splash, banana mango and coffee caramel varieties.
The design applies across the new pure whey protein range.
Atlantic Multipower senior brand manager for lifestyle Manuela Ufer said: “We’re very proud of Multipower’s new identity. The fitness and gym market is continually evolving, so it is important that Multipower evolves with it. Our new look will help us relate to gym-goers who now hold both performance and aesthetics as key motivators. The new packaging and logo will give Multipower far more impact and greater on-shelf recognition which will help differentiate our products from our competitors.
“The new design coupled with the premium quality of Multipower’s products will make it easier for consumers to identify with the brand. Our strapline of ‘feed your inner champion’ portrays how we assist the consumer on their fitness journey. The new protein powder range, which will be released this month, is the perfect opportunity to introduce the new branding, giving us an exciting year for Multipower.”
BrandMe design director Charlotte Hayes added: “The real challenge was to come up with an image and hierarchy of information that speaks equally to the ‘hard core body builder’, the ‘athlete’ and the ‘gym bunny’. So the brand design had to cater for their varied image aspirations and their varied product knowledge, bridging wide-ranging expectations. This was made even more challenging by the broad variety of formats on offer, from slim energy bars to 5.5kg protein pouches.
“The bright neon colour highlights and the foil substrates take reference from the world of sports fashion, whilst the graphics build on the logo and feature clear angles to give dynamism to the brand and segment the portfolio for easy product selection. The result is a more premium image and front of pack communication that encourages consumers to navigate within the range and try new products.”
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