The Whole Truth - Whey Protein | Thought Over Design

Whey Protein

CATEGORY LEARNINGS
OUR INSIGHTS
PACKAGE DESIGN
UNBOXING
IMAGERY

CATEGORY LEARNINGS
OUR INSIGHTS
PACKAGE DESIGN
IN PRINT
UNBOXING

With the protein bars being a huge hit for the brand and the subsequent release of protein bar pros, the TWT comment section and inbox has been filled with an influx of messages demanding a protein powder that is true to the brand - 100% clean.

The people asked and it’s just like The Whole Truth to listen.

With the protein bars being a huge hit for the brand and the subsequent release of protein bar pros, the TWT comment section and inbox has been filled with an influx of messages demanding a protein powder that is true to the brand - 100% clean.

The people asked and it’s just like The Whole Truth to listen.

The world of whey protein has looked and felt distant and unapproachable for the longest time. The marketing and communication also makes it seem like protein is only meant for those who identify themselves as “gym rats” or are looking to bulk up.

But the whole truth is that, we all need protein. Anyone who’s trying to be healthier and stronger needs it. They could be runners, swimmers, dancers, yoga practitioners or just people who hit their 10k steps goal everyday. Unfortunately, the protein powder market leaves them all out of consideration and conversations. Our goal was to help the brand change that.

CATEGORY LEARNINGS

Whey products in the market currently come in big, black, evidently gender-coded boxes. They tend to have tons of artificial flavours/colours/sweeteners and still don’t taste good. There is also the possibility of it not suiting everyone or giving one acne, bloating or gas. 

While there are outliers in the category, we wanted to establish TWT’s take on it.

THE PRODUCT

Introducing, The Whole Truth’s range of Whey Protein Powders. 100% clean. Easy to digest. Kind to your gut. Protein for everyone. 

A protein for everyone that has:

A thorough and transparent list of ingredients.
A natural, zero-cal sweetener that allows for a higher protein content without additional calories because it’s sweetened with Monk Fruit.
No emulsifiers, artificial flavours, anti-caking agents, anti-foaming agents, stabilisers or artificial sweeteners which makes it the cleanest alternative available in the market.

PACKAGING DESIGN

NARRATIVE-LED STRATEGY

To address all the fears, myths and hesitation of the consumers, the design had to be as informational as possible while still being easily understandable and approachable. The packs were designed in a way that all the questions were answered upfront whilst not making it very overwhelming and to establish it as a “protein for everyone.”

The visual language of this range was designed as an extension to the existing protein bar packaging in order to create a cohesive visual identity for the protein-based products.

The problem with food brands is that they lie. Or tell self-serving half-truths. The purpose of the brand was to challenge this status quo for consumers.

Our strategic process, through workshops and brainstorming sessions led to a sharp purpose, which then informed the entire rebrand exercise that followed.

BEGINNERS PACK

The beginner consumer operates from very little information about whey protein. It was important to tell them the very basics like the protein content, digestibility and the purity of the protein.

So, we’ve used icons to establish the information in an easy to understand manner.

The brand always tells you what goes into every product. But when it comes to whey protein it's equally important to know what's not in it and what makes it a 100% clean protein.

Choosing a protein powder comes with a lot of questions, fears and concerns. It can be a tiring process to sift through all the information that is available on the internet. We wanted to streamline this process of researching.

So, we made this information easily accessible through the FAQ panel.

PRO PACKS

The protein content per scoop, amino acid breakdown and nutritional value are all vital information that a pro consumer is looking to find out when buying a protein powder.

So, we’ve used the metallic band & icons to establish the information in an easy to understand manner.

Choosing a protein powder comes with a lot of questions and concerns, even for the pros. Unlike the FAQs panel in the beginners pack, we wanted to go into the minute details and questions, that may cross a pro consumer’s mind.

So, we’ve listed all the necessary information upfront.

An easy to scan QR code for people who want to know more about their protein powder.

INGREDIENT INFORMATION

While the front of pack lists all the ingredients upfront, The brand’s characteristic markups on the back of pack explain intimidating ingredients like Bromelain and Sunflower lecithin in addition to the sourcing of the whey.

IN PRINT

Colours, by default play an important role in the FMCG food space. But this time around, it was also important for us to move away from the traditional colour palette that dominated the whey protein market.

For beginners the colours needed to be approachable while for the isolate and concentrate, a serious undertone had to be added as a layer to compete in the market while still being on brand. We tried several Pantones and played around with finishes to see what looked best.

PROBLEM SOLVING FOR BEGINNERS

To acknowledge the trial hesitation around whey protein, the starter pack is designed to ease a new user into the world of protein. This was designed in the form of a kit with 10 sachets through a gradual increase in protein content.

The 7-pack sampler mono carton is designed for those who might want to try the product before they switch or commit to a 1kg pouch.

PROBLEM SOLVING FOR BEGINNERS

To acknowledge the trial hesitation around whey protein, the starter pack is designed to ease a new user into the world of protein. This was designed in the form of a kit with 10 sachets through a gradual increase in protein content.

The 7-pack sampler mono carton is designed for those who might want to try the product before they switch or commit to a 1kg pouch.

INFORMATION DESIGN FOR UNBOXING

Information design played a huge role in this project. It was important to find a way to give out necessary information (other than what already existed on the packs) in an interesting yet accessible manner, especially when there was so much of it.

Each of the 4 inserts are designed to help the consumer at different points in their protein journey by demystifying it. The inserts addressed topics across the board that made them a comprehensive guide to everything one needed to know before beginning their protein journey. 

IMAGERY

To portray whey protein in an un-intimidating light, the creative direction of the shoot entailed making it look approachable. This was achieved by keeping the lighting soft and minimal, creating everyday setups for the lifestyle shots along with casting people who looked familiar and we could see ourselves in.