CON-CRĒT® is a performance-driven creatine brand known for its patented creatine hydrochloride (HCl) formula, designed to deliver strength, power, and endurance without the bloating commonly associated with traditional creatine monohydrate. Positioned at the intersection of science and sport, the brand emphasizes precision dosing, clinical research, and high-performance results for serious athletes and fitness enthusiasts.
Working as an in-house designer I have grown very familiar with the CON-CRĒT brand. The brand started off as a mass market product that was sold in Walmart across the nation. As we grew the goals changed to move from mass market into higher end retailers like Target and Whole Foods, the challenge and ask was to elevate the design of the packaging while maintaining the visuals that gained the current level of brand equity.
The brand team wanted to maintain the strong yellow color while also giving the whole package suite more room to breathe. I studied the competitor brands and found the common link that brought the visuals to an upscale market and created a mood board for different options to explore. All the options revolved around adding white to the label and breaking up the solid yellow that had been the previous identity to create a fresh look.
Focusing on the aim to create a more purposeful use of whitespace and elevating the brand by using a less busy layout. I showed options where I implemented a suggestion that we cut the amount of claims on the front to give the front face a clean look that would fit in the line up at the shelves of the higher end stores.
By restructuring the hierarchy of messaging and refining the arrangement of design components, I was able to create a more elevated and intentional presentation. I leveraged the existing elements that were present to create a layout that brought more focus onto the title of the product and much better readability for the customer.
