Fuelled makes dessert-like treats, delicious and decadent! The only difference is that they’re completely healthy, natural and rich in protein, making them ideal for snacking – post or pre activity, or for achieving fitness goals. For this project, we focussed on creating their first line of products which were protein bars.
Our approach was based on Fuelled’s assertion of providing a ‘Protein power pack’. The use of a bold colour palette, strong typography, and the concept of charging up, created a dynamic visual language that gives the viewer a sense of forward motion, confidence, and optimism. The design language for the identity and packaging draws inspiration from the charging icon we frequently see in our digital lives. We created a simple powerful logo that pairs bold, italic typography with a cleverly integrated energy icon in the negative space.
With an influx of protein bar brands crowding the shelves, Fuelled wanted to ensure their protein bars could visually distinguish themselves, while also highlighting their product’s premium ingredients. The packaging graphics take the outline of a battery. Inside the outline, the arrows pointing forward portray energy and motivation while encasing all the necessary information including ingredients, flavour and protein content. To entice customers further, each pack features beautiful photography of the delicious desserts the flavour profile is based upon. It all comes together to pack a potent, yet sophisticated punch!
- Agency/Creative: Lucid Design
- Article Title: Brand Identity and Packaging Design for a Fuelled, a Gourmet Nutrition Company
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: India
- Agency/Creative City: Bangalore
- Market Region: Asia
- Project Deliverables: Brand Design, Brand Identity, Brand Mark, Brand Strategy, Branding, Packaging Design
- Format: Flow-Pack
- Substrate: Plastic
- Industry: Food/Beverage
- Keywords: packaging, branding, protein, bar, fuelled, energy
Creative Director: Amit Mirchandani
Senior Graphic Designer: Priyanshi Khemka
Junior Graphic Designer: Shrida Shah