Branding
Friday March 5, 2021 By David Quintanilla
bulk Makes The Switch From Protein Powder To Active Nutrition Brand | Dieline


Working to create a extra fashionable and aesthetically pleasing model id, bulk reached out to Robotic Meals for the third time to start to enchantment to a wider viewers. Maintaining in thoughts that well being and wellness are rising extra fashionable with every passing day, Robotic Meals expertly crafted a glance that might lure health advocates and well being proponents alike. The impartial sage inexperienced, beige, and black tones used to distinguish the product traces give bulk a prim and delicate id that serves to seize the eye of each loyal, long-time clients, in addition to newbies. 


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Leeds-based inventive company Robotic Meals rebranded the net sports activities and energetic vitamin firm, bulk™ for the third time. With the enterprise on monitor to interrupt £100m income in 2021, the strategic reposition and rebrand indicators a progressive shift in course–with the intention of broadening enchantment past the model’s present heartland of avid gym-goers, to create a extra inclusive expertise for all. This consists of the choice to drop ‘Powders’ from the title. 

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As extra individuals acknowledge the numerous position health and, extra importantly, vitamin performs of their day by day lives, the in depth vary of merchandise provided by bulk™ signifies that it’s completely positioned to reply the wants of many. 

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To raise bulk™ from perceived commodity to an aspirational way of life model, Robotic Meals selected to interrupt away from the confines of the class and as a substitute create a clear, assured and constant id, impressed extra by way of life vogue and up to date well being and sweetness manufacturers.

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Adam Rossiter, co-founder at bulk™ additionally stated, “Having labored on our earlier two rebrands, we’ve constructed a robust relationship with Robotic Meals and watched through the years as their crew and ambitions have grown consistent with ours. So after we got down to embark on our greatest problem but, to reposition and evolve our model in-line with altering shopper wants, we knew they’d be the proper match for the job. The crew have pushed the model far past what’s anticipated from the class, equipping us with a definite id to set us up for the longer term.” 

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The problem was to strike the steadiness between the wants of each present and potential bulk™ clients. Via exploration, the Robotic Meals crew discovered {that a} frequent theme between the 2 audiences was the significance of the health ‘journey’. From this got here a robust purpose to imagine that irrespective of who you might be, you probably have a aim, bulk™ will help you obtain it.

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For the visible id, Robotic Meals selected to melt the connotations of the phrase ‘bulk’ with a timeless new lowercase wordmark, designed in-house and refined by Paul Hutchison of Hype Kind, LA. 

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Alongside the wordmark, the id additionally consists of the bespoke font suite ‘Bulk Sans’, a customized variation of ‘Aventa’ created with the assistance from Ellen Luff Kind Foundry. The technical cuts and visible variances of the font add an ownable, technical edge to the id and act because the lead selection for model messaging to bolster a newly outlined, assured, and motivational tone of voice. As a part of the rebrand technique, bulk™ wished to really feel extra inclusive and accessible, serving to to alleviate the intimidation related to the class. This concerned consolidating its in depth vary of merchandise to make the purchasing expertise simpler and replicate the altering wants of shoppers in an evolving health and vitamin panorama.

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Ben Brears, Strategic Design Director at Robotic Meals, stated, “To tug bulk™ other than different energetic vitamin manufacturers, we would have liked to undertake a ‘much less is extra’ method in a class the place extra is normally extra–while permitting for sufficient flex within the design to obviously differentiate the ranges. To attain this, we created numerous round patterns, harking back to dietary charts, that might be distinctive to every vary, and selected totally different colours and finishes so as to add a depth and ownability to the id. For bulk™ PRO we opted for tactile print finishes and textures to indicate its premium positioning. While the previous ‘Lively Meals’ now consists of images for a a lot foodier really feel.” 

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One other integral a part of the model’s repositioning is a renewed deal with sustainability. 95% of capsule and pill packaging is now plastic-free, together with 93% of product pouches, that are additionally home-compostable. These selections are a part of the corporate’s wider pledge to change into a totally plastic-free enterprise.

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Co-founder, Elliot Dawes stated, “With an entire change in look, comes a renewed power and deal with making a extra inclusive expertise for our clients, in addition to a extra sustainable model for our planet. Well being is greater than protein shakes and nutritional vitamins, so we would have liked to take a extra holistic method–enabling our clients to really feel good and stay properly. We’re extremely excited to usher within the new bulk™ period and stay up for switching much more individuals on to the advantages of sports activities and energetic vitamin.”

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