Hextra
Overview
Hemp protein is gaining recognition within the fitness community as a more appealing alternative. However, the overwhelming majority of hemp protein powder products currently available on the market lack differentiation and a unique identity. This trend extends beyond just fitness enthusiasts seeking protein powder; it now includes individuals such as yogis, hikers, and mountain climbers. Hextra recognized the need for a rebrand that would resonate with a slightly broader audience, all while maintaining its reputation as a reliable source of protein.
Role: I ran the brand positioning, strategy, and complete identity design. I also produced brand guidelines, website design, packaging and print collateral.
Scope of Work: Brand positioning, strategy, identity, guidelines, sustainable packaging, social media design
Process Highlights:
- Challenge: Expanding the target audience to encompass sports enthusiasts beyond bodybuilders, including cyclists, racquetball players, and indoor climbers.
Solution: We devised a visual brand featuring a palette of dark earth tones, symbolizing a strong foundation. Typography was chosen to be modern and clean, steering clear of overly aggressive or masculine aesthetics. - Challenge: To avoid the perception of ‘greenwashing,’ Hextra’s commitment to sustainability required transparent tracking throughout the supply chain. Previously, this data resided in unengaging Excel sheets.
Solution: We developed a dedicated landing page accessible on customers’ smartphones, effectively showcasing comprehensive food data. This innovation positioned the product as the most transparent and organic choice on the shelf, setting it apart from competitors.