Protein for all kinds of doing.

Packaging, Branding, Tone of Voice, Comms, Guidelines

The protein market’s exploded. What used to be just for gym-goers is now for everyone. UFIT, the UK’s most-loved ready-to-drink protein brand, needed to cut through the noise and lead the shift from performance-driven to something more inclusive and accessible that could show up in more hands and more moments.

They were after a fresh, vibrant rebrand across their core range and visual identity – something that backed their belief in making healthier choices feel simple and accessible. No more clichés or clutter – just clarity and charm, built to show up for people who care about feeling good – whatever that looks like for them.

Reimagined relevance

The new visual and verbal identity, paired with the updated packaging, reflects UFIT’s motto of making healthier choices that “Fuel good. Feel Good.” It cuts through the clutter on-shelf and sparks greater relevance with more people wanting both tasty and functional drinks without the intimidation. It’s a shift from a brand perceived for ‘those who gym’ to a brand for everyday life.

Design for every kind of doing

The makeover is all about keeping things simple, with a good serving of irreverence. Bold, playful typography backs up the laid-back vibe and welcomes people in, rather than challenging them. The punchy, refined palette – anchored by that familiar red – confidently shows the product’s quality without any hint of pretentiousness. Plus, candid, inclusive imagery keeps it real, featuring people doing their thing, in their own way.

The “everyday” positioning is dialled up further through playful illustrations – from stickers and typographic quips to hand-drawn icons – that adds a familiar realness. Our design strategy focused on balancing everyday convenience with functional wins, creating a warm and relatable brand that felt just as at home in your weekly shop.

Crafted through insight

The collaboration with the UFIT team was critical in turning consumer insights into distinctive design decisions that would inform every corner of the brand. “It’s rare and refreshing to partner with a team who dream big, push boundaries and have a real concern for great design.” says Angie Turner, Head of Marketing at UFIT.

As UFIT puts it, “By evolving the brand with a bold, insight-driven identity, we can continue to lead the category and amplify our commitment to helping people fuel a healthier, more active version of themselves.”