Bloom designs ‘woman-friendly’ Maxitone protein packs
Protein supplement brand Maxitone has turned to design agency Bloom to create a new woman-friendly look for its packaging.
Protein supplement brand Maxitone has turned to design agency Bloom to create a new woman-friendly look for its packaging.
The brand, which targets women and launched in January 2010, briefed the agency to add energy to the existing packs and to cut through the perception that the protein category is a male-dominated category.
Bloom planning director Ed Hayes said: “The main challenge was to compensate for the audience’s preconceptions that these kinds of products are traditionally for building body mass, not for toning, weight loss or general well-being.”
“We have designed a pack that strikes a careful balance. Feminine, but not girly. Effective, but not medicinal. Dynamic, but not aggressive”
Kate Wells, senior brand manager for Maxitone, added: “The two core objectives were to make the packaging more feminine and more eye catching for women, especially in a male environment.
“The new packaging represents Maxitone and reflects the Maxitone consumer perfectly. It’s vibrant, energetic, colourful and beautiful.”
Source: Maxitone
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