Massive Vegan sought to expand its reach and establish a strong position in the international market. While they had a premium product line for plant-based athletes, their brand needed to stand out globally.

Note: The brand positioning document is confidential, so I’m unable to share it as a reference. However, I’d be happy to discuss the full process and the outcomes during a call.

I began with in-depth research and discovery, diving into the competitive landscape, market trends, and consumer behavior within the plant-based supplement industry. Understanding the specific needs of athletes seeking vegan, high-performance products was key to crafting a brand strategy that would appeal to an international market.

With insights in hand, I worked on defining the USP, which highlights Massive Vegan's commitment to top-tier, plant-based ingredients and cutting-edge performance support. From this, I developed the tagline "Redefining What's Possible," conveying the brand's mission to challenge the boundaries of what athletes can achieve with the help of natural, vegan nutrition.

To ensure consistency across all touchpoints, I developed a distinct brand voice that reflects Massive Vegan’s commitment to athletes and their performance goals. The brand voice is authoritative, yet approachable, combining expertise with encouragement. I also defined the brand’s personality—strong, empowering, and supportive—focusing on inspiring athletes to push their limits using the cleanest, most effective products.

I crafted a series of key messages to complement the USP, emphasizing the brand’s dedication to quality, innovation, and natural ingredients. These messages were tailored to appeal to both elite athletes and fitness enthusiasts who value plant-based nutrition.

Massive Vegan now has a well-defined international brand presence that reflects their premium product offerings. With a clear USP, engaging tagline, and a distinctive voice, the brand is positioned to resonate with athletes worldwide. The messaging creates a cohesive narrative that highlights Massive Vegan's commitment to helping athletes achieve peak performance through natural, plant-based supplements.

The project is currently in the visual identity development phase.