PROTEIN CITY
Protein City was founded with the belief of offering affordable healthier eating options utilizing fresh ingredients free from chemicals or preservatives. The mission here was to rebrand in order to make improved connection with target audience.
CASE STUDY
PROBLEM: Upon Protein City's inception, a "playful" visual brand identity was incorporated from the start. The issue with this approach was the wrong impression it conveyed. As with most fast food places, a "playful" "vibrant" "fun" branding is also used to attract a certain market. A market that usually tends to fast food places for its fast but not particularly healthy foods. Protein City realized if they wanted to stand out from the "fast food" bug, they needed to pivot and rethink the brand.
SOLUTION: Protein City changed their former "fast food" visual vibe to a more sophisticated but not so serious design by using a more monochromatic neutral darkened red tone and white as their primary colors. The original "rocket" logo was "cleaned up" with a more geometric structured and symmetrical feel. The "cleaner" and simpler look hints towards the company's healthy food offerings without breaking the bank. The rocket "swoosh" has also been used throughout packaging and displays and has evolved to a more "even" or geometric feel over the former organic "cartoony" feel of previous branding.
PROBLEM: Upon Protein City's inception, a "playful" visual brand identity was incorporated from the start. The issue with this approach was the wrong impression it conveyed. As with most fast food places, a "playful" "vibrant" "fun" branding is also used to attract a certain market. A market that usually tends to fast food places for its fast but not particularly healthy foods. Protein City realized if they wanted to stand out from the "fast food" bug, they needed to pivot and rethink the brand.
SOLUTION: Protein City changed their former "fast food" visual vibe to a more sophisticated but not so serious design by using a more monochromatic neutral darkened red tone and white as their primary colors. The original "rocket" logo was "cleaned up" with a more geometric structured and symmetrical feel. The "cleaner" and simpler look hints towards the company's healthy food offerings without breaking the bank. The rocket "swoosh" has also been used throughout packaging and displays and has evolved to a more "even" or geometric feel over the former organic "cartoony" feel of previous branding.
The logo redesign more accurately reflects the brand values through a more balanced appearance, bolder line weight and greater legibility at small scales.
The new adjustments exudes a more corporate touch adding a sense of trust and confidence for the target audience.
The new adjustments exudes a more corporate touch adding a sense of trust and confidence for the target audience.
Alternate packaging design
