CLIENT:
Unbroken
ROLE:
Brand Strategy & Design Direction
TEAM:
Studio Mega—Tina Roach, Henry Brentlinger, Sean Barrett, Melissa Garr Forrette, Ken Watanabe
Sludge Studio
Ordinary People / Photon Studio
Unbroken is an Icelandic fitness supplement with a unique marine protein that provides energy, hydration, immunity, and speedier muscle recovery to return the body to 'balance'. This brand is entering the U.S. market for the first time. They needed a new brand platform, messaging framework, visual rebrand, and updated packaging that speaks to a fitness and wellness audience.
Leading design direction, the team and I created an identity that symbolizes how the product works at a molecular level—proteins are able to be broken down faster in the body than your average protein powder. This scientific visual language informed the entire system—everything from the dynamic patterns and icons to more documentary-style photography. These assets informed the content strategy also developed for their launch.
The brand was repositioned with a wider aperture for an audience that not only includes the world’s fittest athletes but for those interested in performance at any level, general rehabilitation, and wellness. This was a big shift from their original audience focus which had strong brand recognition primarily within the Crossfit community and in Europe.
Packaging was designed for their two flavors: Citrus and Mango. The design was prepared for a range of product form factors across both US and EU with color flavor cue accents so that they stand out easily on shelves. I directed alongside Sludge Studio and Ordinary People to capture product studio and in-situ photography to be used across the brand, especially for their launch assets.
