My Protein Chef
From gym cues to a food identity.
A transformation that presents the brand as a food business, with its own personality and a more considered presentation.
The starting point
The previous identity leaned towards gyms and supplements. The new direction retains the name while moving attention towards food, flavour and everyday cooking.
- Reposition
- The perception moves from the gym to the kitchen and the food itself.
- Build character
- A typographic signature and seal create a recognisable identity.
- Apply
- The identity carries through the website, campaign work and packaging.
An identity that works together
Colour, signatures and versions give each format a role. The mark keeps its character at different sizes.
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The identity in use
Conceptual packaging proposal.
The same brand, on the web
Dish presentation, categories and filters make the menu easier to explore, separating ordering today from planning meals for the week.
Website design and rebranding project. Packaging and mockups are concept applications; this demo does not establish physical production or process orders.
What the transformation includes
A presentation that lets the food speak before asking customers to interpret nutritional information.