Led by nature, and backed by science, Nuzest products are designed using the purest and most potent plant-based ingredients. We repositioned Nuzest to reflect where they are today – as leaders in the premium nutrition category with products of unmatched quality and efficacy.
- Brand Identity
With distribution expanding across 17 countries, our task was to audit and evolve the 3 leading ranges: Clean Lean Protein, Good Green Vitality, and Kids Good Stuff. We conducted market research work and a Brand Positioning Strategy in collaboration with the global Nuzest team to better understand how could meet the needs for their consumers and encourage daily consumption.
The best selling product of the range, Clean Lean Protein has attracted a loyal following due to its superior formulation using Premium European Golden Pea Protein. The packaging redesign needed to reaffirm CLP’s position as the benchmark for quality in the protein category while driving daily consumption via serving suggestions.
"This evolution of the Nuzest brand marks an important milestone for us as a business as we move into an exciting era of growth. Squad Ink’s strategic problem solving combined with their creative ingenuity has led to an exceptional result.”
The core challenge was to elevate Good Green Vitality above competing ‘greens’ products and as a superior complete supplement solution.
This redesign was an important transformation from Good Green ‘Stuff’ to Good Green ‘Vitality’ to better align with Nuzest’s mission of providing ‘Not just a boost for today, but Nutrition for Life’. We organised the essential information on pack so consumers can read exactly what they need to know at a glance. With a distilled set of pack messaging established, it allowed us to achieve a clean, modern aesthetic without sacrificing hard working call outs.
Our task with Kids Good Stuff was to reposition the kids range to appeal to a broader age group and to reinforce its premium position in the market.
So, how do you get the ‘Good Stuff’ into kids? Consumer research revealed the challenge of any busy parent is to provide their child with nourishing snacks to have in between meals that were low in sugar, convenient and above all incredibly tasty. Front and centre is a yummy smoothie graphic in popular flavours of Rich Chocolate, Wild Strawberry and Vanilla Caramel – a sure way to win over children. We also created visuals of ingredients to connect with the ‘real flavours’ that are free from any bad stuff.
The evolution of the Nuzest brand and packaging offers a distinctive and powerful visual identity that sharply cuts through the clutter with confidence and clarity.