F4U
A supplements brand concept positioned between lifestyle and performance categories.
Task
To stand out from the pack in a hugely competitive marketplace this brand aims at being lifestyle and performance products, using Nike and 'athleisure' as touchstones rather than competitor supplement brands.
Problem
Supplements have been the gold mine many have rushed towards. Standing out in a category with so many competitors is complicated and takes more than a rapidly dwindling war chest to succeed.
Taking a lead from the pharmaceutical industry many supplements companies are highly aggressive marketing businesses. Many producing multiple brands indirectly competing for market share.
Proposal
For this project I looked to athleisure and cultural cross-category brand leaders such as Nike. Athleisure is probably worn by athletes, however the main consumer of the category is anyone wanting casual and all-day wear, the idea that the fashion may also improve performance is a benefit even if the proposition is never tested.
Supplements are an incredibly price-sensitive and competitive category. Knowing the specific audience and brand place within sport nutrition helps focus the messaging.
Formulated For You is a great name that imbues a sense if familiarity. In a category space where brand names run the gamut from aggressive to whimsical it clearly states its intent. It positions the brand as a friendly yet scientifically created product.
Abbreviations are often the realm of middle management, however in this instance the use of initials coupled with the full name (where applicable) let the brand push into the performance space. There’s no time to shout full names when you’re achieving great things, from shopping at Coles to a coffee with fiends. Possibly some kind of CrossFit or yoga. Who knows and who cares, we’re ready for anything with F4U!
The evolution of UI / UX with digital products has led to the term Digital Systems replacing what was traditionally called a Brand Guide or Brand System.
The monster that is digital performance marketing along with content engines are more and more managed by Subject Matter Experts who lack a prerequisite visual design background.
Atom Design Methodology for brand, What?
Below is a simple overview of the brand Design System as well as some product extensions. The approach for a new brand in the early proposal stages is similar to UI’s ‘Atom Design Methodology‘ where the brand is created with small elements that build outward. Starting with an iconography style, the font and colour scheme. With this foundation it becomes easier to expand and deliver the wider assets and strategy.
A brand does not exist in and of itself, except when it does. It needs to live in the products and services it attempts to improve the value of.
For this concept I stretched the proposal to include three supplements that fit perfectly in the targeted sub-categories: Protein, Pre-workout and Meal Replacement.
For this brand protein is considered the prime product so this would use the core brand. The vertical products created underneath would use a variation to the brand, having their own personality that clearly supports the core brand.
In the end this proposal didn’t go ahead. The business founder felt a strong relationship to the health and wellness category and saw opportunities by positioning it there. Cest la vie.