Protein supplements don’t often get to have much fun. Most of the time, they look like they’ve come straight out of a gym locker – serious and function focused. Dench cracks these codes and adds some fire to spice things up, infusing extra protein into every drop.

By borrowing from the visual language of gym culture – think bold typography and no-nonsense messaging – and combining it with creative lettering and playful messaging, Dench shouts both spice as well as ‘gainz’ from its spot on the shelf. With fierce lettering and a punchy colour palette Dench was designed to ignite your macros and your mouth.

At the heart of the identity is a custom blackletter typeface, created for the logotype and off-pack communications – ensuring that the ‘all or nothing’ Dench attitude can make itself known in any situation. Its’ exaggerated thick and thins feel like they’re flexing right off the label – heat and strength distilled into letterform – connecting with the extreme loyalty of both gym goers and spice lovers everywhere.

The range itself moves in ascending order of chaos – with a highly saturated colour palette for maximum flavour. Mango brings the sweet heat, Extra cranks things up with that “I’m fine, I swear” energy. And Ghost? Ghost is for the brave and maybe the foolish.

Dench is an experimental workout into the seriousness of supplement branding with the playful and theatrical world of hot sauces. Protein can be playful and spice can be serious. And together, they can definitely bench press your boring old Sriracha.