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01_Pro2fit_Brand Auditing.pdf
Growing awareness of protein intake is widening the market for niche protein brands. Younger consumers aged 25-30 are incorporating protein products into their daily diets. Social media and nutritionists are driving sales by communicating the importance of protein. The document discusses auditing the brand/visual language of a plant-based protein brand to ensure it properly targets consumers interested in general health and fitness rather than professional bodybuilding. Case studies demonstrate how other brands effectively convey lifestyle, trust, and brand concepts through visual design.
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- 1. Brand/Visual Language Brand Auditing:086/2021 PRO2FIT Nutritional Product Brand/Visual Language Brand Auditing: 088/2021 By:
- 2. Brand/Visual Language Brand Auditing:086/2021 Growing health consciousness among younger consumers is widening the market opportunity for niche protein-based brands, which were until now consumed by an ageing population. Brand Auditing: 086/2021
- 3. Brand/Visual Language Brand Auditing:086/2021 Industry experts said the awareness around protein intake has resulted in 2 5 - to 30 -y e a r - o ld s m a k in g s u c h p r o d u c t s a p a r t o f th e ir d a ily d ie t . This has fueled a growth of brands that were earlier relegated to a small segment of society and were used by the masses only when recommended by a doctor. The reasons were a lack of awareness about muscle health in the absence of clear communication by marketers. To d ay, th e in f lu e n c e o f s o c ia l m e d ia a n d a g r o w in g trib e o f n u tritio n is t s c o m m u n ic atin g a b o u t th e rig ht w ay o f e atin g is d riv in g s a le s o f s u c h p r o d u c t s .
- 4. Brand/Visual Language Brand Auditing:086/2021 Plant-Based(V egan) Protein N on-Plant-Based Protein G eneralFitness/ H ealth ProfessionalFitness
- 5. Brand/Visual Language Brand Auditing:086/2021 Plant-Based(V egan) Protein N on-Plant-Based Protein G eneralFitness/ H ealth ProfessionalFitness ProteinBrands are to target working adults who are likely to miss out on adequate protein intake due to hectic lifestyles.
- 6. Brand/Visual Language Brand Auditing:086/2021 Brand Auditing: 086/2021 Young consumers are also taking protein for general health, fitness and its versatility due to its neutral taste. Plant-Based(V egan) Protein N on-Plant-Based Protein G eneralFitness/ H ealth ProfessionalFitness
- 7. Brand/Visual Language Brand Auditing:086/2021 Brand Auditing: 086/2021 “ This trend is largely driven by rising health consciousness, focus on fitness and the increasing awareness of the need and importance of maintaining optimum nutrition levels. Protein is our largest selling product and is popular with consumers of all ages. Plant-Based(V egan) Protein N on-Plant-Based Protein G eneralFitness/ H ealth ProfessionalFitness
- 8. Brand/Visual Language Brand Auditing:086/2021 The nutrition market in India is said to be of the order of Rs 5,000 crore, according to industry estimates. India Sees Huge Growth in Vegan Options as Plant-Based Eating Continues to Rise Plant-Based(V egan) Protein N on-Plant-Based Protein G eneralFitness/ H ealth ProfessionalFitness
- 9. Brand/Visual Language Brand Auditing:086/2021 India is well-known for having a large vegetarian population, and many Indians are now turning to veganism due to health concerns. As plant-based eating grows, companies like Pro2fit is working to meet rising demand.
- 10. Brand/Visual Language Brand Auditing:086/2021 A survey in 2019 found that 63% of Indians were willing to replace meat with plant-based options. That’s a big market in a country of over a billion people.
- 11. Brand/Visual Language Brand Auditing:086/2021 Plant-Based(V egan)Protein N on-Plant-Based Protein G eneralFitness/H ealth ProfessionalFitness
- 12. Brand/Visual Language Brand Auditing:086/2021 Plant-Based(V egan)Protein N on-Plant-Based Protein G eneralFitness/H ealth ProfessionalFitness
- 13. Brand/Visual Language Brand Auditing:086/2021 Webpage Design Auditing There is a disconnect between what we really stand for (plant based protein for general fitness and health) and the current image (professional body builder)
- 14. Brand/Visual Language Brand Auditing:086/2021 Webpage Design Auditing There is a disconnect between what we really stand for (plant based protein for general fitness and health) and the current image (professional body builder) Mass gain protein products generally carry thick and heavy fonts denoting power. strength and muscle gain.
- 15. Brand/Visual Language Brand Auditing:086/2021 Webpage Design Auditing There is a disconnect between what we really stand for (plant based protein for general fitness and health) and the current image (professional body builder) It stands for toughness which is taking us away from the brands intended perception (like fitness and health representing colour, form, shapes and textures) Mass gain protein products generally carry thick and heavy fonts denoting power. strength and muscle gain.
- 16. Brand/Visual Language Brand Auditing:086/2021 Webpage Design Auditing There is a disconnect between what we really stand for (plant based protein for general fitness and health) and the current image (professional body builder) Current content is very factual and uninspiring. It needs to be looked at more from brands perspective and how it could be made more interactive and engaging It stands for toughness which is taking us away from the brands intended perception (like fitness and health representing colour, form, shapes and textures) Mass gain protein products generally carry thick and heavy fonts denoting power. strength and muscle gain.
- 17. Brand/Visual Language Brand Auditing:086/2021 The current aesthetics and visual communication of the packaging heavily corresponds towards muscle gain whey protein packaging design
- 18. Brand/Visual Language Brand Auditing:086/2021 The current aesthetics and visual communication of the packaging heavily corresponds towards muscle gain whey protein packaging design There is a great opportunity of using owenable icons and illustrations which gives great mileage in brand synchronisation
- 19. Brand/Visual Language Brand Auditing:086/2021 Our suggested photography styling invokes imagination and desirability of prospective target audience (consuming products in delicious ways) as well as our protein brand can be consumed in enjoyable ways and lifestyle.
- 20. Brand/Visual Language Brand Auditing:086/2021 Our suggested photography styling invokes imagination and desirability of prospective target audience (consuming products in delicious ways) as well as our protein brand can be consumed in enjoyable ways and lifestyle. Visual consistency missing, visuals could add more value to communicate your brand story Optimistic feeling, connect with TG’s aspiration
- 21. Brand/Visual Language Brand Auditing:086/2021 CASE STUDY 1
- 22. Brand/Visual Language Brand Auditing:086/2021 Using numerals to communicate in depth research and expertise to their range of products. Pictorial story telling narrates family, health and togetherness also use of interior and exterior ambience to show positive lifestyle
- 23. Brand/Visual Language Brand Auditing:086/2021 Pictorial story telling narrates family, health and togetherness also use of interior and exterior ambience to show positive lifestyle
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- 26. Brand/Visual Language Brand Auditing:086/2021 CASE STUDY 2
- 27. Brand/Visual Language Brand Auditing:086/2021 Journey to good health achieved by nature made products Scientific research and high quality natural ingredients Thougtfully designed products to suit your lifestyle Owenable yellow colours used across the webpage Heightened web page engagement
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- 30. Brand/Visual Language Brand Auditing:086/2021 WAY FORWARD
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- 34. Brand/Visual Language Brand Auditing:086/2021 Life style Fitness is a dominant brand concept Knowledge section builds a brand trust Real people interaction increases the trust factor To stay close to (plant based) Vegan concept we extensively used green colour organic brown colour / texture Photo / image is a part of brand language & it needs to follow brand guidelines
- 35. Brand/Visual Language Brand Auditing:086/2021 BEFORE AFTER
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