BUFS is a new and dynamic brand in the sports nutrition industry, designed to appeal to a young and active audience. The brand’s first product is a line of protein bars that combine high-quality ingredients with an engaging and interactive concept. Our mission was to provide full-scale support in bringing this brand to life, which included developing a strong brand platform, crafting a unique name, designing a compelling visual identity, and creating eye-catching packaging.

The name BUFS is derived from the word “BUFF,” which conveys the idea of enhancing physical attributes—buff your endurance, buff your strength, buff your energy. This aligns perfectly with the brand’s core values of performance, strength, and fun.

The first product line was strategically developed around a promotional campaign featuring two well-known sports bloggers, who serve as the faces of the brand. Each flavor is associated with one of these bloggers, creating a sense of competition and personal connection. To reinforce this concept, we created illustrated characters inspired by their real-life appearances. The visual style draws heavily from comics, superheroes, and anime, making it both exciting and relatable for the target audience.

The emphasis was on the idea of confrontation, encouraging consumers to try both flavors and decide for themselves which one they prefer. This concept is further reinforced in the packaging design, where the front-facing elements are symmetrically arranged to visually emphasize the idea of competition and duality.