Myprotein - Origin

THE CHALLENGE
As Myprotein evolved to appeal to a broader audience, the brand softened its traditionally hardcore visual identity to resonate with both men and women who embrace fitness as part of their lifestyle, rather than an intense pursuit.

However, this evolution risked alienating Myprotein’s core audience; the dedicated athletes and gym-goers who push their physical limits in pursuit of strength, endurance, and peak performance. To reaffirm its commitment to this community, Myprotein introduced Origin, a high-performance product rooted in the 'hard core lifter' audience set.

THE IDEA
To capture the essence of Origin, we worked with some of Myprotien's most dedicated lifter community, developing a raw, high-intensity visual approach to photography, the graphics and layout. Focusing on the dedication and determination of athletes. The photography was built around high-energy, no-frills to embody strength, endurance, and the relentless pursuit of progress, reinforcing Myprotein’s continued dedication to its core audiences, while delivering visual content as powerful and effective as the product.