The problem
Tru-Apex wanted an iconic brand for all genders, skewed toward a male audience who trains, values aesthetics, and cares about self-improvement. The pack had to feel sleek and sporty — and make product attributes obvious on the front.
The range
What we redesigned
- 01
Settled on a deep burgundy red uncommon in the space, so the brand owns a distinct lane.
- 02
Built packaging with a sleek, sporty feel that matches how the audience sees themselves.
- 03
Put product attributes clearly on the front so customers can identify with the product at a glance.
- 04
Designed a single hero SKU system strong enough to carry brand recognition.
Why it worked
Performance nutrition often defaults to neon and cliché gym cues. Tru-Apex needed something more refined — aesthetic enough for self-improvement culture, clear enough that attributes read instantly.
Scope
- ·Brand identity direction
- ·Packaging design
- ·Attribute-led front panel
The system
Packaging in context.
Outcome
The work
SKUs designed
Color system
Audience
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