From bodybuilding to a brand for life

We were asked to create a design that appealed to the growing number of people interested in nutrition for a healthy lifestyle, especially women.

The challenge was to create a balance between the historic functional aspects of the brand and the lifestyle benefits.

We introduced a more inclusive brand name, MaxiNutrition, as the bigger opportunity was to develop a brand that was ‘for life’ and not just for bodybuilding.

Winner of a silver DBA award, the new design and re-positioning has modernised the brand, improved navigation in-store, transformed the category and delivered 29% year on year net sales growth.