Brand Design
UCAN is a US-based line of sports nutrition products for serious athletes. Our task was to redesign the brand to enhance and broaden its appeal. In a highly competitive category where differentiation is slim and claims of product efficacy are short on credibility, our strategy sought to look beyond the brand’s functional benefits to reach our target in an emotional, meaningful way. The winning entries effectively dramatized this strategy, using imagery and copy identifying with our audience’s mindset, capped by the tagline ‘Fuel for the driven’. Based on these concepts, we developed a comprehensive brand book capturing UCAN’s strategic foundations and design guidelines, as well as new website, email and social templates.
The Work
Select Concept Entries
