From:Packaging News

Atlantic Multipower is relaunching European sports nutrition brand Multipower with a new brand design by BrandMe.

The new identity and pack design are to be launched across all muscle lines initially, reflecting the brand’s new aspirational positioning ‘Feed Your Inner Champion’.

BrandMe hopes it’s structured graphic architecture will provide strong shelf impact and a clear communication platform for the revamp of Multipower’s entire portfolio spanning ‘muscle’, ‘endurance’ and ‘lifestyle’.

Whilst the muscle category, as a whole, can be a little daunting to shop, Atlantic’s brief was to create a new visual image that empowers people to reach out to their inner champion, by creating a premium image that sports enthusiasts would identify with, supported by clearly laid out information.

Charlotte Hayes, BrandMe design director and former Triathlete, says: “The real challenge was to come up with an image and hierarchy of information that speaks equally to the ‘hard core body builder’, the ‘athlete’ and the ‘gym bunny’. So the brand design had to cater for their varied image aspirations and their varied product knowledge, bridging wide-ranging expectations. This was made even more challenging by the broad variety of formats on offer, from slim energy bars to 5.5 kg protein pouches.”

“The bright neon colour highlights and the foil substrates take reference from the world of sports fashion, whilst the graphics build on the logo and feature clear angles to give dynamism to the brand and segment the portfolio for easy product selection. The result is a more premium image and front of pack communication that encourages consumers to navigate within the range and try new products.”

Commenting on the new branding, Manuela Ufer, senior brand manager Lifestyle, said, “We’re very proud of Multipower’s new identity. The fitness and gym market is continually evolving, so it is important that Multipower evolves with it. Our new look will better help us relate to gym-goers who now hold both performance and aesthetics as key motivators. The new packaging and logo will give Multipower far more impact and greater on-shelf recognition which will help differentiate it from its competitors.

“The new design coupled with the premium quality of Multipower’s products will make it easier for consumers to identify with the brand. Our strapline of ‘feed your inner champion’ portrays how we assist the consumer on their fitness journey.”