QNT is one of the biggest international players in nutritional supplements for athletes. The brand is market leader in Belgium – known among other things as shirt sponsor of first division club Sporting Charleroi – and also active in more than 55 countries.

The challenge:
Being founded by a European champion in bodybuilding, the brand boasted a macho identity which didn’t align with the global health and wellbeing trend.
As a sales focussed organisation, there was a constant hunger for innovation, resulting in a cluttered portfolio of over 300 references across powders, bars and drinks.

We redefined the brand around the central idea that your ideal self is already within you, with QNT acting as a coach urging you to take on challenges and continuously develop yourself.

The new icon and wordmark are based on the universal ‘on’ symbol, symbolising the activating nature of the brand that is also expressed through its new tagline “It’s On”.

To bring a consistent and recognizable brand image across the entire range, we created an overarching design system based on the concept of the ‘radiant’ representing the 3 macronutrients (Carbohydrates, fat and protein), with the QNT supplements filling in the missing element.

The new brand identity was designed to create a more inclusive framework that did away with the blatant machismo associated with the category, while still being true to its own heritage. We reduced the portfolio of 20 brands to a clear brand architecture of 3 distinct sub brands: Metapure, Move and Liife.