ProteinREX: a rebranding to level up functional dessert brand visibility
Client:
The brand started having difficulties with keeping its uniformity on the shelf, while consumers couldn't choose the products properly.
Create a common design system for the brand's large and varied portfolio, including systematizing all SKUs, forming a clear architecture of lines and products and setting up rules for the brand to scale further. It was important for the client to keep key product, especially the Brownie, recognizable and emphasize functional features of different product categories.
We started by analyzing the category and the brand portfolio, to make us understand which elements already promote visibility and where the system is not logical enough.
The color red became one of the key brand codes. It had already been present in the ProteinREX identity, but it was not always used consistently. Our new system made red the unifying element for the entire product range and the shelf reference point.
Strong: high protein bars;
Energy: products with an energy boost effect;
Beauty: products with collagen and beauty components.
Joy is a separate line of low-calorie sugar-free sweets for those who want to have a dessert from time to time with no pesky limitations.
The key was to not only structure the lines, but to arrange the flavor differences inside them. We designed a visual highlight and claim system that emphasizes the key advantages of every product: protein content, no sugar, added collagen or energy components. That made us able to keep the product line variety while avoiding visual chaos.
We brought the rich and varied product offer by ProteinREX into an integrated Total Red design system with the color red acting as an end-to-end brand code that strengthens shelf visibility. The brand's flagship products remained recognizable while food zones became more textured and realistic. It's still easy for customers to find their favorite product on the shelf, but now the brand can launch new flavors and products inside an already existing system, without sacrificing the visual cohesion.
Farkhad Kuchkarov, Strategy & Development Director
Anastasia Tretyakova, Executive Creative Director
Olga Derguleva, New Business Development Manager
Elena Nadeina, Art Director
Elena Popova, Designer
Ksenia Rozhnova, Designer
Alina Vasilyeva, Designer
Yulia Zimovets, Designer
Polina Nemchinova, Designer
Rustam Fayzrakhmanov, Technical Designer
Aleksandra Ivanova, Director, Account Management Team
Alina Shchedrina, Project Manager
Stasya Vasilenko, PR Manager
Aleksey Andreev, Managing Partner
Anna Lukanina, Managing Partner
Anna Kalinicheva, Executive Director
Irma Zueva, PR Director
