FitMiss Rebrand & Packaging Redesign

Last year, when we worked on a large scale rebranding initiative for sports nutrition company, MusclePharm, we also tackled their female-specific brand, FitMiss.

The old FitMiss brand was very overt and extremely contrived — it didn't speak to women, it spoke at them. We set out to change the negative perception and proceeded to create a brand that felt authentic and approachable, thus empowering female athletes. The bespoke hand-drawn wordmark, improved typographic information hierarchy, and space for the personalized motivation promise delivered a brand women could rally behind.

Check out the attachment to view the before and after of the redesigned protein powder packaging.