nuvie

BRAND REFRESH, SOCIAL MEDIA

Clean, single-colour protein brand offering bars, shakes, and bestselling protein coffee designed for bold Gen Z lifestyle nutrition appeal.

In a category flooded with loud claims, hyper-masculine aesthetics, and rainbow-coded flavours, this fast-growing protein nutrition brand approached us to rethink how it shows up in culture.
With a portfolio spanning protein bars, protein shakes, and a breakout best-seller – protein coffee, the brand wanted to move beyond functional fitness and become a lifestyle choice for India’s Gen Z consumers.


Our challenge: create a distinctive brand and packaging system that cuts through clutter while building recall across formats and shelves.

Product banner size 1236px width-03
work product image size 2560 × 2560 px

The Challenge

The Indian protein category is visually noisy. Most brands rely on multiple colours to differentiate flavours, aggressive performance cues or an overloaded information hierarchies. While this approach drives shelf visibility, it dilutes brand memorability and for a digitally native, design-aware Gen Z audience, the brand needed to feel cleaner, sharper, and culturally current.

Strategic Insight

Through category audits, consumer conversations, and shelf studies, we uncovered a key truth: Gen Z doesn't want to decode packaging. They want brands that feel iconic at a glance. Instead of competing through more colours, we identified an opportunity to win through extreme simplicity and bold recognisability.

The Brand Idea: Owning One Colour

We moved away from the category's rainbow logic and built a single-colour brand world - a deliberate move to create instant recall and visual authority. The approach:

  • One hero colour as the primary brand asset
  • Maximalist design philosophy
  • Strong typographic hierarchy for clarity
  • Indulgent flavour cues aligned with brand positioning

This created a packaging system that feels confident, modern, and unmistakably ownable.

The Result

We delivered a stronger shelf differentiation in a crowded category with a cohesive design language across product categories. This also led to an elevated perception from “fitness supplement” to lifestyle nutrition brand having a distinctive visual asset the brand can own long term.

Liked what you saw?

Reach us

info@designanswers.in

Our projects

2025. All rights reserved