Progress Nutrition®, a leading name in health and wellness supplements, sought to rebrand itself to appeal to a broader audience beyond athletes. The goal was to develop a comprehensive branding strategy that emphasized inclusivity and showcased the universal benefits of their products.

The primary challenge was to shift the brand's perception from being athlete-centric to one that resonates with a wider demographic interested in overall health and wellness. This required redefining the brand's visual identity and messaging to communicate accessibility and broad appeal.

To achieve this transformation, the following steps were undertaken:

Buyer Persona Development: Conducted in-depth market research to create precise customer personas, understanding the needs and preferences of the target audience.

Brand Archetype and Positioning: Established a unique brand voice and guidelines, including examples of implementation, to ensure consistent and relatable communication across all platforms.

Visual Communication: Transitioned from a product-centric to a benefits-led narrative, adopting a less sporty and more health-oriented design approach. This included:

The rebranding initiative successfully repositioned Progress Nutrition® as an inclusive brand catering to a wide range of health-conscious consumers. The updated visual identity and strategic communication led to increased brand recognition and a broader customer base.