Good packaging makes you want to rip it open. And it also gives you a hint as to what's inside. For the Gains in Bulk range of proteins, we had to communicate 4 different (delicious) flavors and what made each type of protein special. We also needed to get laser focused on the copy - what key language could we use to best describe the benefits and USP's of each of the proteins?
Packaging you'd want to leave sitting on the kitchen counter
We used a minimal approach to create packaging that simultaneously felt utilitarian and luxurious. The goal was to make protein powder packaging that you'd be happy to leave out and look at. Often, protein supplements can look generic and medicinal, causing them to be left in the cupboard and be forgotten about. The bold sans serif font, monochrome (except for Cutcake) palette, and carefully refined copy- all combine to give the Gains protein a leg up on the competition.
Each protein had a different USP and profile. We used multicolor sprinkles to differentiate 'Cutcake', bright chlorophyllic green for the vegan friendly 'Raw Nutrition', rich brown for the chocolate, and finally cream for vanilla.
Another face in a crowd...?
Many shoppers never get onto the actual website of their favorite companies, opting for the convenience and familiarity of Amazon. We needed to make sure that the protein had more than a fighting chance of standing out amongst the competition. We made the product names big and bold - easy to read and identify in a gallery of similar products. We were also lucky to have the chance to work with Gains on actually naming the products and choosing the exact copy that went on the bags. This allowed us to really pinpoint the best words and make the protein POP.
