Pure power

For the latest innovation from Emmi, the Emmi Protein Drink with 21G protein, a masculine design focusing on functionality was the goal. Our solution: a puristic presentation of appetite that clearly conveys the high protein benefit.

Listen

More and more consumers know that, when doing sports, the body needs enough protein in order to work well. This is why Emmi has increased its product line-up of protein-rich dairy products. With the Emmi Protein Drink 21G, the Swiss company wants to appeal to new consumers, above all to men pursuing sports. Therefor a suitable design was needed.

Understand

The brief was to create something unique to the category and prominently presenting the product’s functionality. After comprehensive competition and trend analysis, we developed various concepts on how to deal with the topic of “masculine design with a clear focus on protein”.

Create

The result: a reduced brand design with black as the stark background colour, which simply and effectively conveys the product benefit “21G protein”. Photographic images with a high level of appetite appeal combined with consistent colour coding communicated the different raspberry, blueberry and mango variants, as well as the pure, fruity taste.

Facts & Figures

  • Launch of the Emmi protein drink
  • Market analysis
  • Competition & trend analysis
  • Concept development
  • Naming

The mysterious fruit

The dark, yet masculine aesthetic provides the fruit photography with a perfect platform and places the taste sensation centre stage.

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