2016 - present
Onnit
STRATEGY
logo
packaging
(in collaboration with Onnit in-house creative)
UNPACKING WHO YOU ARE
There’s no shortage of supplement companies and generically branded vitamins out there – but Onnit is going beyond supplements. With Primal kettlebells shaped like Gorilla heads and UFC partnerships, their culture and their formulations take nutrition a step further. At almost every touchpoint their brand connects with the idea of optimizing your best self – it connects with being a badass.
UNPACKING THE CONSUMER
Not every consumer has a black belt in Brazilian Jiu Jitsu - but seeing elite athletes pursue their best, in turn inspires others to pursue their best. Along with this aspirational desire, is a desire to trust a brand. The supplement space can be confusing, intimidating, and even misleading. People want a leader who’s all in.
PACKING IT ALL BACK UP
Onnit’s culture connected to being elite throughout – it was fitting to bring consistency to their supplement line as well. We used b lack across all product SKUs and bold type to exude strength on every package – all to the end of resonating with people who fight (hard) to be their best. Balancing strength with trust was critical. Foil stamping the logo and raised gloss treatment evoke trust in the brand, and intricate botanical imagery on uncoated natural paper communicates the product’s use of earth grown nutrients
unpacking brand truth
Onnit’s culture connected to being elite throughout – it was fitting to bring consistency to their supplement line as well. We used b lack across all product SKUs and bold type to exude strength on every package – all to the end of resonating with people who fight (hard) to be their best. Balancing strength with trust was critical. Foil stamping the logo and raised gloss treatment evoke trust in the brand, and intricate botanical imagery on uncoated natural paper communicates the product’s use of earth grown nutrients
UNPACKING BRAND TRUTH
Total human optimization.
There’s no shortage of supplement companies and generically branded vitamins out there – but Onnit is going beyond supplements. With Primal kettlebells shaped like Gorilla heads and UFC partnerships, their culture and their formulations take nutrition a step further. At almost every touchpoint their brand connects with the idea of optimizing your best self – it connects with being a badass.
EXPLORE
1
CONNECT
2
EXCITE
3
UNPACKING THE CONSUMER
Something to trust. Something to aspire to.
Not every consumer has a black belt in Brazilian Jiu Jitsu - but seeing elite athletes pursue their best, in turn inspires others to pursue their best. Along with this aspirational desire, is a desire to trust a brand. The supplement space can be confusing, intimidating, and even misleading. People want a leader who’s all in.
PACKING IT ALL UP
Back in black!
Onnit’s culture connected to being elite throughout – it was fitting to bring consistency to their supplement line as well. We used b lack across all product SKUs and bold type to exude strength on every package – all to the end of resonating with people who fight (hard) to be their best. Balancing strength with trust was critical. Foil stamping the logo and raised gloss treatment evoke trust in the brand, and intricate botanical imagery on uncoated natural paper communicates the product’s use of earth grown nutrients
Total human optimization.
UNPACKING WHO YOU ARE
There’s no shortage of supplement companies and generically branded vitamins out there – but Onnit is going beyond supplements. With Primal kettlebells shaped like Gorilla heads and UFC partnerships, their culture and their formulations take nutrition a step further. At almost every touchpoint their brand connects with the idea of optimizing your best self – it connects with being a badass.
Something to trust. Something to aspire to.
unpacking THE CONSUMER
Not every consumer has a black belt in Brazilian Jiu Jitsu - but seeing elite athletes pursue their best, in turn inspires others to pursue their best. Along with this aspirational desire, is a desire to trust a brand. The supplement space can be confusing, intimidating, and even misleading. People want a leader who’s all in.
Back in black!
PACKING IT ALL UP
Onnit’s culture connected to being elite throughout – it was fitting to bring consistency to their supplement line as well. We used b lack across all product SKUs and bold type to exude strength on every package – all to the end of resonating with people who fight (hard) to be their best. Balancing strength with trust was critical. Foil stamping the logo and raised gloss treatment evoke trust in the brand, and intricate botanical imagery on uncoated natural paper communicates the product’s use of earth grown nutrients
THE IMPACT
Consistent brand equity.
In addition to better resonating with the company’s culture, the new packaging allowed shoppers to quickly find Onnit products – regardless of what shelf space they were in. This helped Onnit to build equity into their brand instead of building equity into individual product.