PROJECT DETAILS
In collaboration with Frooishen, we worked with Dilemma founders Tim Cortazzo and Kelsey Mase to build a new nutrition brand centered around one simple daily scoop of creatine, electrolytes and key nutrients. Our goal was to turn their idea into a brand that could cut through a crowded, overly complicated supplement category....feeling credible and knowledgeable, while still approachable, energetic and human.
The resulting identity is grounded, tactile palette and a distinctive diagonal slash...a subtle nod to the two sides of every dilemma. From brand strategy and identity to packaging and brand world, we created a system designed to make everyday nutrition feel simpler, more enjoyable and easier to stick with.
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