A natural sports supplement brand – ‘Be’ – has launched in the UK, Europe and the US with brand identity and packaging design by PB Creative. To create an ownable and credible space, the design firm identified a gap in the market for a sports nutrition brand aimed at individuals who see staying fit and healthy as a way of life, but are intimidated by the supplements currently on offer which tend to be aimed at serious sports enthusiasts. In response, PB created a brand that is “unisex, upbeat and aspirational, yet accessible.”
The brand helps consumers navigate the range by establishing three sub categories: Focused, Sustained and Recharged, each designated for one of the three states of a workout: pre, during and recovery Further, the name ‘Be’ seeks to put the consumer at the heart of the brand and forms a call-to-action when combined with the three sub-categories: Be Focused, Be Sustained and Be Recharged. With a human and upbeat tone of voice, the brand connects with consumers on an emotional level, encouraging and supporting them to lead a healthier and more active lifestyle.
Each sub category features a different color shift, which represents the state of mind associated with that phase of a workout and links back to the core colors of parent company Lifeplus’ brand mark. The mix of color and a white canvas supports the brand’s approachable and inclusive personality, combined with a fine metallic pinstripe background detail and simple icons that reinforce the efficacy of the scientific formulations and make each of the product benefits easy to understand.
Pete Hayes, Co-Founder and Director at PB Creative, says: “Growth in the sports nutrition market is being driven by consumers who see staying fit and healthy as the ‘new normal’. We wanted to ensure that ‘Be’ … de-coded the complexity of choosing the right brand and product to support their choice of exercise.”