Prime

naming | proposition | identity & voice | packaging

Fred and Luke approached us to help them develop a name and brand for their new meat based protein bar. As ultra–marathon runners themselves, they had identified a gap in the market to create an credible alternative to all the sweet and sugary ‘natural’ protein products saturated the market. The result is Prime, a natural beef based protein snack packed with the best British beef available.

LOGO

Fuelled by the outdoors

The love of the outdoors and the determination to produce the best natural organic healthy products on the market, ‘Fuelled by the outdoors’ grasps both and sums up the attitude behind the brand. Prime sings to the quality of the product – the very best of British bred and grass fed cattle – and being in prime condition. Through the name and position we seeked to marry a love of the outdoors with the fuel that keeps you out there.

BRAND STORY
MOUNT BLANC

Claim your peak

To support the identity we developed a series of mountain illustrations to link the product back to nature and the awe inspiring peaks that fuel Luke and Fred’s passion. The Ultra–Trail du Mont Blanc is one of the toughest ultra–running races in the world and a challenge that Fred and Luke will take on in 2018. The first product in the range leads with this image in an effort to encourage consumers to get out and claim their peak.

TONE OF VOICE
TONE OF VOICE

The final product

We developed the identity and tone of voice and took it through to the packaging for the first two flavours in the range. The sample packs went on sale online in November 2017 with the 12 bar retail boxes appearing in store in 2018. We produced a short guideline document to introduce the brand tone and elements to help align suppliers to the brand mission.

  • BACON & CRANBERRY

  • APRICOT & CARROT

  • RETAIL BOXES

  • RETAIL BOXES

  • RETAIL BOXES

BADGES
BAG