Tame Nutrition: Architecting a Premium Brand for a Saturated Market
I engineered a complete brand operating system for a research-backed supplement startup, transforming a generic DTC look into a premium, scalable brand positioned for a high-impact launch.
Client
Tame Nutrition
Sector
Nutrition & Supplements, Start-up
Main Market
UK
Timeframe
2023, 4 weeks
Project Type
Vault Full
Deliverables
Packaging Design, Brand Guidelines, Brand Strategy, Logo Design
Executive Summary
The Problem: A supplement startup with a strong product formula was trapped by a generic brand identity that failed to communicate quality or credibility, risking a launch that would blend into a crowded market.
The System Deployed: A "Vault Full" brand system was architected from scratch, defining a sophisticated logo, a restrained color palette, and scalable packaging logic for sachets and bottles.
The Business Outcome: A complete, production-ready brand system that gave a new product the immediate authority and shelf-presence to compete in the premium sports nutrition category.
The Diagnosis
Tame Nutrition's primary liability was a brand that didn't match the science of its product.
Generic Positioning: The early visuals felt like a generic wellness trend, failing to communicate the research-backed, high-performance nature of the supplements.
Lack of Scalable System: Without cohesive logic for packaging and digital assets, the brand had no clear path to scale across new product SKUs and marketing channels.
Credibility Gap: The DIY aesthetic created a trust deficit, making it difficult to justify a premium price point to a discerning audience.
The System
I installed a brand identity operating system built for clarity, credibility, and scale.
Authoritative Visual Identity: I designed a logo and chose a modern, clean typography (Josefin Sans) to communicate professionalism. The curated color palette (Pale Brown, Wheat, Activated Charcoal) created a natural and premium feel.
Modular Packaging Logic: I engineered a minimalist yet vibrant packaging system for both sachets and bottles, utilizing color to denote product variations and prioritizing sustainable materials.
Strategic Brand Framework: I delivered a comprehensive 58-page brand book that serves as a roadmap for consistent communication, ensuring the team can execute flawlessly across all future touchpoints.
The ROI & Outcome
The result was a complete, launch-ready brand system engineered for a high-impact market entry. The new system provides the visual authority to match the product's quality, giving the founders the tools to confidently approach retailers and customers. It established Tame Nutrition as a trusted, reliable choice in the competitive sports nutrition market.
"Mariya was excellent! From start to finish an absolute professional: responsive, articulate and above all, very good at what she does! Thanks Mariya, look forward to working on some other projects."
David T.
Founder
Tame Nutrition
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