Making More mean more
What we did:
- Brand Strategy
- Creative Strategy
- Verbal Identity
- Visual Identity
- Brand World
- Brand Guidelines
The Brief
We have a large and popular product range, but little in the way of brand identity. Can you help us ditch the diet aesthetic for something more meaningful?
The Insight
The world of low-calorie, high-protein food supplements is traditionally cold, clinical and full of diet tropes. But where buying decisions used to be based on value – nutritional and financial – consumers are now following flavour and lifestyle cues.
The idea
Make More mean more – more flavour, more confidence, more joy.
More had done some work developing a new brand positioning, but needed help turning it into a creative platform. We developed a strategy that forges a connection with customers by transforming their relationship with food. Your nutrition choices should create positive options, not negative restrictions and joyless compromises.
Transformation and joy becoming a positive lifestyle choice had to resonate in every aspect of the brand. More has a substantial product range across multiple languages - to communicate this transformative joy across the whole of it wasn’t possible with their existing assets.
“‘Joy’ was the driving idea behind the new identity, starting with the wordmark. The expressive ‘M’ is instantly distinctive, and it became a lifeline thread that runs through the whole design.”
Martin
Creative Director
“The brand is a cheerleader for those looking for more nourishment, more freedom, more confidence and more ‘mmm’. So the voice had to be unwaveringly positive – celebrating the consumer and empowering them to be their truest self.”
Lizzie
Senior Copywriter
A brand identity driven by flavour needs a heroic photography style that puts the food front and centre of the design. Our new photography captured the full, vibrant flavour of More across a broad range, from shakes to bakes, proteins and pizzas. The vivid images lift the brand out of the diet world and refocus attention on the joy of real food.
“We worked closely with Marcel and the More team to capture the joy of the products in all their vibrancy, which was lacking from the minimal and science-led aesthetic of their previous design.”
Libby
Account Director
“More is representative for the love and joy found in food while also loving your body and being proud of it. Having options that taste great and make you not only feel great but actually: be in great health. The new design really embodies these core values.”
Christian Wolf
Founder of More Nutrition
