Giving nutrition its colour back
What we did:
- Brand Strategy
- Creative Strategy
- Naming
- Verbal Identity
- Visual Identity
- Brand World
- Brand Guidelines
The Brief
Customers love our products, but they’re not connecting with our brand. Can you find an emotional hook that takes us beyond commodity and expands our community?
The Insight
Eat clean, hit the gym, be mindful – the hyper-optimised wellness model is stressing us out. ‘Health’ has become homogeneous as the lines blur between competing categories. Clinical, beige brands are communicating a toxic image no one wants.
The idea
Give nutrition its colour back.
From our first meeting, it was clear we needed to tap into the passion and joy the team have for connecting with people and creating positive change, bringing healthy nutrition to as many people as they can.
Meet Live it Up. Bursting with joy and good feeling, the colour palette creates a vibrant and optimistic energy, reflecting the many moods of the product range and the many ways people celebrate life.
The brand is an energising call to action, but it’s deliberately inclusive. It doesn’t ask you to chase perfection. It encourages you to celebrate life in whatever way feels right — with candid, authentic lifestyle photography contrasts the ultra-staged category style.
We extended the celebratory vibe into the product names and language. A tone of voice just as vivid and uplifting as the natural colour palette, complemented by a clear and positive typography, puts the customer at the heart of the message.
“The aim of the design was to capture ‘simple joy’ in a credible way - not over-lively or cheesy. From the approachable typographic logo to the candid photography style, we wanted ‘feeling good’ to come across as grounded and relatable.”
Chris
Design Director
Our pack designs hero the ingredients, while handwritten annotations add a human touch and make the link between ingredients and functional benefits clear and engaging.
A suite of flexible graphic styles allows the brand to produce content that always feels fresh and engaging.
“The Live it Up team have been an inspiration from day one. Their passion for their product really shone through – it was our job to reflect that passion back to the customer. They trusted us to push them in a bold new direction and rethink every aspect of the brand.”
Emma
Account Director
