Gains in Bulk is committed to serving and building their awesome community of customers who show up everyday in the gym and in their personal lives. Their packaging has evolved as they've grown, and we were tasked with upgrading the packaging for their best selling product 'Instantized Creatine' along with complementary supplements BCAAs, and Glutamine. These three are often taken together as part of a muscle building and recovery protocol - which meant they needed to look good side by side.
Deep gold for premium packaging
The older incarnation of the Instantized Creatine was a bright flashy yellow. While this high visibility yellow grabbed the eye, it didn't communicate the right message; we wanted to carve out a higher end portion of the market. Gains' creatine monohydrate was superior to its competitors as it dissolves completely in water and is third party tested for purity. We needed the packaging to reflect that this was a premium product. Colors have deep emotional meaning and gold has obvious connotations- royalty, luxury, wealth. Wrapping our client's creatine in burnished gold completely altered the feel of the packaging - but without deviating too far from the yellow their clients had come to associate with the brand.
After we had decided on the new gold color, we choose to adopt a deep rich blue for the other two supplement pouches. Not least because as these products often featured in muscle building stacks they would regularly be photographed side by side.
Typography as a graphic element
Talk of killing two birds, we used the product names as a bold graphic element and as a way to grab attention in crowded platforms like Amazon and Google Shopping. The thick Sans Serif Futura font (with adjusted spacing to pack even more of a visual punch) takes center stage while actually communicating vital information. We're big fans of the idea that practical elements of design can become art when given the right treatment and attention.
