Maximuscle has been synonymous with quality sports nutrition since 1995 and is renowned for its innovation and distinctive science-led, clinical-looking brand identity.

However the Sports Nutrition category has limited relevance for most Shoppers, and new, disruptive competitors were entering the category with products positioned as healthier alternatives to confectionary treats. To grow share Maximuscle set us the task of repackaging its protein bar range to gain incremental space on shelf in key confectionary and impulse store locations.

We used our extensive food and beverage experience to create new packaging that dials up taste and flavour cues to emulate more indulgent treats and make the products more appealing to a wider range of shoppers; encouraging existing protein bar shoppers to switch, and new shoppers to try the product.

To see more examples of our design and packaging work get in touch