You create an amazing product, it sells really, really strongly, and then one day, as if by magic, the well dries up and your customers move on. What happened? Where did all the love go? One minute you're the bees knees, the next – nada.
The fact is, this is a tough world. To boot, it's one that moves faster than a fast thing in a fast place. Keeping hold of your customers' attention is a delicate balance and maintaining that balance is just about the most important thing in business. But every rule needs to be broken, and sometimes, the balance needs purposefully tipping one way or the other.
GH Nutrition is a well-being and nutrition brand headed up by Grant Hodnett, a county, franchise, and provincial cricketer who, given his experience in the professional world of sport, decided to use that knowledge to his advantage and turn his attention to the world of nutrition and supplementation. (Look out for an upcoming interview with Grant in which we delve deeper into the importance of the designer/client relationship.)
When Grant asked us to come up with a refreshed brand identity and refreshed marketing materials to reinvigorate the brand, it was clear that Grant had grasped the concept of change. You see, ironically, even to stay still, you have to keep moving, so we embraced the opportunity to try out something radically different.
It's important to note that there's nothing wrong with GH Nutrition's current identity, not a single thing, but with the passage of time comes the passing of customers, as they get itchy feet and begin to look elsewhere, so invariably what you need is some fizz and some pop to breathe a new lease of life into your brand.
Rebranding is a big ask. It takes time, it takes patience, it takes a million decisions and a million revisions, and the confidence to make the change, but the results, well, they can be revolutionary.
We started the process by looking at the products themselves, after all, these are the money-makers, so in order to remain relevant, they should be front and centre in the first round of rebranding. And so we began the task of reinventing the packaging.
Important to Grant were the notions of professionalism, self-improvement, fulfilment, and the fact that GH Nutrition is a viable alternative to the established brands out there. No easy task!
In such a competitive industry, standing out is critical. To blend with the competition here is to blend yourself into oblivion – who wants to buy a replica of something that's already available anyway? So, on top of Grant's imperatives, we knew we had to deliver something that was truly unique in the marketplace.
Our final concept takes no prisoners. The packaging acknowledges the tropes of this industry, but doesn't indulge them. It takes what competitors are doing now, disregards it, and looks to the future of where this sector is going. Polished greys and blacks are the perfect backdrop for the high-end, premium, accent colours of each label, which in turn highlight directly the flavour of the product itself. The splashes give a nod to the current fads in this industry, but take it a few steps further, ensuring GH Nutrition is perfectly placed when the trends change again. It’s clear, concise, and unabashedly opposite.
GH Nutrition's biggest strength is the active community of athletes who use its products everyday. Including photography of them on each label provides a personalisation that this industry oftentimes overlooks. Here is a brand that cares about the people who use it, not just about how much they spend, so much so that their faces are on the packaging itself.
So, when the time comes for you to spruce up your brand identity, it's sometimes the safe route you need to take. But sometimes, just sometimes, shockwaves are required, and purposefully tipping that balance in your favour is the perfect antidote to complacency. And without complacency, well, the sky's the limit.