Sports nutrition company SCI-MX has unveiled its new packaging, designed by bluemarlin, as the brand looks to broaden its appeal to ‘image conscious modern men’.
The repositioning, which follows market research, also includes the new slogan ‘you at your best’, and the new colour palate of blue, silver and white.
brand marketing manager, Chay Watkins, said: “A year ago we focused heavily on research to better understand the SCI-MX consumer and their perceptions of the brand and the competitive-set. A common theme was that the brand could be more representative of its associations with quality, high performance and science.
“We chose to work with bluemarlin based on their demonstrable expertise and approach to brand development. Feedback from trade customers and consumers has been unanimously positive. We look forward to the next three years of aggressive growth, in which this brand refresh will play a pivotal role.”
The refresh sees the brand take on a more contemporary and professional look.
Chris Hart, creative director at bluemarlin Bath, said: “We wanted to empower the brand to break out of what is expected in the sports nutrition category. In recent years, body image has increasingly become a concern for modern men, so the goal with the design was to make SCI-MX relevant, approachable and applicable to men who want a more muscular and athletic physique.”
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