True Protein
True Protein - Packaging Design
True Protein has been on a mission to inspire a world of healthier people, with all‑natural supplements that prioritise transparency, quality and everyday performance. We partnered with True to extend this brand into a new Ready‑To‑Drink (RTD) range, ensuring the product would act as a powerful, instantly recognisable entry point into the True world in the fast‑moving convenience channel.
Sector:
FMCG
Scope:
Brand Identity
Brand Strategy
Packaging Design
Marketing Collateral
Setting the Scene
True Protein had built deep trust with health‑conscious customers who value clean ingredients, honest labelling and products that fit seamlessly into busy, active lives. But stepping into the RTD fridge meant translating those brand promises into a pack that could compete in seconds: it needed to look and feel unmistakably True, communicate benefits like high protein and no added sugar at a glance, and still deliver the calm, confident authority the brand is known for. Our role was to protect and amplify True’s core equities: the leaf, the clean typography and the informative‑yet‑relatable voice, while evolving them into a format purpose‑built for on‑the‑go discovery.
The “Aha” Moment
We used consumer A/B/C testing not just to “pick a design”, but to stress‑test how the True brand shows up in a new context. When 100 health‑conscious shoppers consistently chose the cleanest, most streamlined route, describing it as more premium, trustworthy and easier to read, it validated a critical brand insight: True’s advantage is clarity and specificity, not noise. The designs that led with precise proof points like “30g protein” and “no added sugar”, simple structure and natural cues outperformed those relying on generic “healthy” language or heavier visual clutter. The aha: when True behaves like a calm, knowledgeable guide in a busy fridge, just as it does online and in powder formats, the brand feels stronger and more desirable, and purchase intent follows.
Creative Conclusions
We refined the RTD identity and pack as a natural extension of the broader True Protein ecosystem, using the testing insights to sharpen how the brand works in this new channel. The final solution elevates the True logo and leaf, complimentary palette and typography into a minimal, premium layout that is unmistakably True from a distance and highly legible up close. Key claims are treated as branded assets, clear, specific and confidently sized, supported by honest back‑of‑pack detail that reinforces transparency and quality. The result is more than just new packs with four flavour choices: it’s a channel‑ready expression of the True brand that introduces new customers at the servo fridge, feels completely consistent with the existing range, and creates a blueprint for how future innovations can look and feel “True” from first glance.
