- Protein drinks are in high demand, but collagen protein is better known as a skin care solution than a refreshment. When Omada Nutrition asked McLean Design to help create a new “concentrated protein boost,” we took a good look at the market and determined that it should feel cosmetic, touting personal beauty as the ultimate benefit. Placing “you” at the center of the brand makes YouTonics a ready part of one’s personal care routine.
NAMING, BRAND IDENTITY, PACKAGING, DISPLAYS, WEB SITE DESIGN
- YouTonics’ flavor profile is overtly fruity — much better than actual ground protein, but hardly appealing to grown-ups, much less at a premium price. Rather than hide this truth, however, McLean Design embraced the product’s heightened color, turning a potential negative into an anticipated part of the positive brand experience. Flavor names such as Melonsplash, Dazzleberry, and Appelicious help set a vigorous expectation.
- Although the brand mark is essentially black-and-white, flavor color invades the “plus” element and provides the overall background as well. So creating a display that carries multiple flavors necessitated resolving the brand color system — without using flavor as a canvas. Fortunately, a modern girly-swirly illustration provided the perfect backdrop, adding energy to the presentation without stealing flavor from the packaging.
- A healthy lifestyle is a part of living longer and living well. YouTonics has a story to tell about the benefits of collagen, how it affects the body and the spirit. Our approach to the web site was to create an almost clinically zen-like framework for a colorful and exciting story — lots of clean white spaces with bright bursts of flavor throughout. Big images dominate, supported by headlines and copy that illuminate and engage.