Protein Works brand refresh introduces tiered brand architecture system

The Liverpool-based lifestyle nutrition company, which offers protein powders, snacks and foods, unveiled a new packaging design alongside an updated brand architecture system for increased accessibility.

Following a 15% increase in sales in the first two weeks of January, the project was designed to bring in new customers and cater to Protein Works’ growing mainstream culture. The introduction of a tiered system will increase accessibility for all budgets.

Protein Works introduced its new packaging to offer a clear distinction between its new tiers. The sleek and modern design puts nutrition information front and centre to help shoppers navigate the products efficiently. Functional improvements include fully recyclable, eco-friendly packaging and an upgraded seal.

The new brand architecture organises the new Innovation ranges under ‘BLACK,’ ‘GOLD’ and ‘PLATINUM.' The ‘BLACK Innovation’ range uses classic formulas and trusted ingredients available in a core selection of popular flavours, all at budget-friendly prices. The ‘GOLD Innovation’ range introduces more advanced formulations, enhanced nutritional profiles and more functional benefits in a broader portfolio of premium flavours. The top-tier ‘PLATINUM Innovation’ offers signature formulations and cutting-edge nutritional science, also available in the premium flavour range.

“By simplifying our product architecture, clearly signposting nutritional benefits and creating a consistent look across every category, we’re making it easier for people to find the right product for their goals, lifestyle and budget,” says Anna Sward, brand director at Protein Works.