Branding
Friday March 5, 2021 By David Quintanilla
bulk Makes The Switch From Protein Powder To Active Nutrition Brand | Dieline


Working to create a extra fashionable and aesthetically pleasing model identification, bulk reached out to Robotic Meals for the third time to start to attraction to a wider viewers. Preserving in thoughts that well being and wellness are rising extra standard with every passing day, Robotic Meals expertly crafted a glance that might lure health advocates and well being proponents alike. The impartial sage inexperienced, beige, and black tones used to distinguish the product traces give bulk a prim and delicate identification that serves to seize the eye of each loyal, long-time clients, in addition to newbies. 


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Leeds-based inventive company Robotic Meals rebranded the web sports activities and lively vitamin firm, bulk™ for the third time. With the enterprise on monitor to interrupt £100m income in 2021, the strategic reposition and rebrand indicators a progressive shift in path–with the purpose of broadening attraction past the model’s present heartland of avid gym-goers, to create a extra inclusive expertise for all. This consists of the choice to drop ‘Powders’ from the identify. 

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As extra folks acknowledge the numerous function health and, extra importantly, vitamin performs of their each day lives, the intensive vary of merchandise supplied by bulk™ implies that it’s completely positioned to reply the wants of many. 

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To raise bulk™ from perceived commodity to an aspirational life-style model, Robotic Meals selected to interrupt away from the confines of the class and as a substitute create a clear, assured and constant identification, impressed extra by life-style style and up to date well being and wonder manufacturers.

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Adam Rossiter, co-founder at bulk™ additionally mentioned, “Having labored on our earlier two rebrands, we’ve constructed a powerful relationship with Robotic Meals and watched over time as their crew and ambitions have grown in keeping with ours. So after we got down to embark on our greatest problem but, to reposition and evolve our model in-line with altering shopper wants, we knew they’d be the proper match for the job. The crew have pushed the model far past what’s anticipated from the class, equipping us with a definite identification to set us up for the long run.” 

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The problem was to strike the stability between the wants of each current and potential bulk™ clients. By way of exploration, the Robotic Meals crew discovered {that a} widespread theme between the 2 audiences was the significance of the health ‘journey’. From this got here a powerful cause to imagine that regardless of who you’re, if in case you have a objective, bulk™ may help you obtain it.

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For the visible identification, Robotic Meals selected to melt the connotations of the phrase ‘bulk’ with a timeless new lowercase wordmark, designed in-house and refined by Paul Hutchison of Hype Sort, LA. 

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Alongside the wordmark, the identification additionally consists of the bespoke font suite ‘Bulk Sans’, a customized variation of ‘Aventa’ created with the assistance from Ellen Luff Sort Foundry. The technical cuts and visible variances of the font add an ownable, technical edge to the identification and act because the lead alternative for model messaging to bolster a newly outlined, assured, and motivational tone of voice. As a part of the rebrand technique, bulk™ wished to really feel extra inclusive and accessible, serving to to alleviate the intimidation related to the class. This concerned consolidating its intensive vary of merchandise to make the procuring expertise simpler and mirror the altering wants of customers in an evolving health and vitamin panorama.

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Ben Brears, Strategic Design Director at Robotic Meals, mentioned, “To tug bulk™ aside from different lively vitamin manufacturers, we wanted to undertake a ‘much less is extra’ strategy in a class the place extra is often extra–while permitting for sufficient flex within the design to obviously differentiate the ranges. To attain this, we created a variety of round patterns, paying homage to dietary charts, that might be distinctive to every vary, and selected completely different colours and finishes so as to add a depth and ownability to the identification. For bulk™ PRO we opted for tactile print finishes and textures to indicate its premium positioning. While the previous ‘Lively Meals’ now consists of pictures for a a lot foodier really feel.” 

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One other integral a part of the model’s repositioning is a renewed deal with sustainability. 95% of capsule and pill packaging is now plastic-free, together with 93% of product pouches, that are additionally home-compostable. These selections are a part of the corporate’s wider pledge to change into a very plastic-free enterprise.

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Co-founder, Elliot Dawes mentioned, “With an entire change in look, comes a renewed vitality and deal with making a extra inclusive expertise for our clients, in addition to a extra sustainable model for our planet. Well being is greater than protein shakes and nutritional vitamins, so we wanted to take a extra holistic strategy–enabling our clients to really feel good and stay properly. We’re extremely excited to usher within the new bulk™ period and sit up for switching much more folks on to the advantages of sports activities and lively vitamin.”

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