Move Shake needed a logo that would reflect its modern, energetic, and approachable brand positioning. To facilitate this, a dynamic logo system was created; including color variations and a secondary “MS” monogram to be used at smaller sizes, such as a website favicon. 

Sporting the brand’s primary orange color, Meal Shake is the largest and most essential package in the entire lineup. Using a direct-to-consumer sales model allowed us to greatly simplify the packaging and remove unwanted distractions. 

Each Booster Pack features its unique color and icon, helping consumers quickly identify them. On the back, health benefits are outlined in plain English, free of confusing jargon. Utilizing color as the primary differentiator between boosts allowed production costs to be greatly reduced. In addition, new boosts could be quickly added to the lineup through minor tweaks to the existing packaging.

While many meal replacement brands target fitness and nutrition enthusiasts, Move Shake’s target audience are average individuals short on time. By focusing on the product’s ease of use and quality ingredients, Move Shake is able to appeal to a wider range of consumers and use cases.

With the product being in the pre-order / crowdfunding phase, the Move Shake website was created primarily as an educational lead capture tool. Visitors were introduced to the product lineup, key ingredients, and flexible purchasing model. Once the product moved into the production phase, eCommerce functionality could be added.