Fueling a winner

What we did:

Brand Strategy
Creative Strategy
Visual Identity
Brand World
Brand Guidelines

The Brief

We want to help all performance athletes become elite through great-tasting nutrition. Can you help us re-establish the identity that’s been lost as we’ve expanded?

The Insight

Training with an elite mindset means no compromises: not on your workouts, or your preparation. As sport and fitness participation has grown, it’s created a no-compromise attitude to supplements – elite nutrition needs to come with elite flavour.

The idea

Nutrition made for winners.

A brand that matches the drive, dedication and commitment of performance athletes everywhere.

ESN had worked hard to establish their brand position – what they were missing was a creative idea that brought it to life. It was time to turn their ambition into a reality, and apply the elite mindset to every aspect of the brand.

The slick new logo is prouder, more prominent and more legible — bringing an elite presence to Elite Sports Nutrition, whilst staying true to the essence of the original mark.

An angular cut, born from the logo, brings a sense of dynamism and momentum to all the brand elements. And brand photography celebrates performers, not posers, with high-energy action shots that reinforce the brand ethos.

The messaging embodies the voice of a training partner: encouraging and driving with purpose. Regular, rhythmic mantras echo the repetition of training, while the language itself focuses on that winning mindset.

“With a trusted product range in the hundreds, ESN needed a unified design system that would stay sensitive to the history and prestige of the brand, while leaving them space to expand.”

Craig
Senior Designer