The new Pure Protein branding has been shown off by the brand as its first redesign in three decades to keep it relevant in an ever-changing marketplace and highlight its competitive profile against other options.
The branding features bolding color choices that help the products to stand out more prominently on store shelves, while the use of textural imagery of the foods themselves further draws in the eye. The branding is part of the brand's shift away from being a gym-targeted product range to a more lifestyle-oriented one, which makes sense given its breadth of products.
Brand Director Alex Fishman spoke on the new Pure Protein branding saying, "While Pure Protein has a heritage in the fitness space, today it has much broader appeal as a mainstream lifestyle brand for people who want high protein, low sugar foods without sacrificing on taste. Spanning all physical and digital touchpoints, from packaging to in-store merchandising, Pure Protein’s new look puts our products and flavors front and center in an approachable, eye-catching package."
Nutrition-Focused Protein Product Branding
The New Pure Protein Branding is Bold and Eye-Catching
Trend Themes
1. Lifestyle-oriented Protein Products - There is a growing trend towards marketing protein products for everyday consumers rather than just gym enthusiasts.
2. Bold and Textured Branding - Companies are using bold colors and textural imagery to draw the eye and stand out on store shelves.
3. Low Sugar Protein Products - Increasingly, consumers are looking for high protein foods without sacrificing taste or consuming too much sugar.
Industry Implications
1. Food and Beverage - Brands have an opportunity to innovate in the food and beverage industry by developing new protein products with bold and eye-catching branding.
2. Fitness and Wellness - Fitness and wellness industry players can tap into the trend of lifestyle-oriented protein products by developing new products targeted at everyday consumers.
3. Marketing and Advertising - There is room for disruption in the marketing and advertising industry by offering new branding strategies that focus on bold colors and textural imagery for protein products.