Making nature, ballsy
What we did:
- Brand Strategy
- Creative Strategy
- Verbal Identity
- Visual Identity
- Art Direction
The Brief
We want to be an attitudinal brand that appeals to the masses and owns its place as THE category leader.
The Insight
The gap between wellness and pleasure is closing, and now self-enjoyment outweighs self-improvement. We don’t just want a protein fix that does good, it has to taste great too.
The idea
Ballsy by nature. A raw, unruly brand that heroes the gnarly side of nature.
Protein’s has become a buzzword you can’t ignore. From snacks to cereal – it’s everywhere. Which meant that The Protein Ball Co. weren’t just up against other balls, they were battling a whole market. So to stand out, they needed a bigger idea beyond protein that they could really own.
There’s an unwritten rule that ‘natural’ must equal ‘delicate’. But nature isn’t soft at all. It’s brave. It’s balls-to-the-wall. It’s metal. So channeling our inner cobra-fighting mongoose, we gave The Protein Ball Co. an identity that celebrates their natural ingredients and uncompromising quality – with attitude.
The visual identity swaps soft wellness clichés for raw, unfiltered realness with expressive typography and a vibrant colour palette reflects the bold, flavour-forward product.
“TPBCo. has always been the OG in the category and a market leader, they just needed a little nudge to have the confidence to outwardly act like it!”
Sam
Designer
With a ballsy brand comes a ballsy voice. The attitudinal messaging isn’t afraid to call out the corner-cutting from others in the category, while adding a burst of excitement through sensorial flavour descriptors, inspired by the elements.
Proof that the best things come in small packages, the packs hero the rugged natural beauty of the balls, while making the benefits easily digestible through clear, no-nonsense claims.
Textural product photography showcases the natural ingredients in all their glory and the messy, untamed essence of nature itself.
“Our bold new look and unambiguously ballsy tone of voice has not only solidified our big idea, but helped us secure ambitious new listings in Caffe Nero, WH Smith, and 10,000 new retail points in the US. I couldn’t be happier with the result.”
Matt Hunt
Co-founder — The Protein Ball Co.
