The sports supplement sector has witnessed huge growth especially with the introduction of private labels and a range of new natural & organic brands hitting the shelf. Balance Sports nutrition is a trusted New Zealand brand, and the challenge was to reposition the brand for the savvy users who value natural products with great flavours. We loved being part of this project and working with the teams here and in Oz. There were a number of stages we went through carefully as we wanted to capture a new audience but not alienate the existing loyal users of Balance products.
The end result we created a cleaner, minimal design and leveraged Balances recognition of black that’s used throughout it’s product. We continued to use a colour system and created icons for customers to assist with product uses and benefits, we softened the appeal by introducing a natural feel.