DASH Syrup
A wide range of consumers are increasingly focused on protein intake, with protein-related online searches having doubled (x2) over the past five years. With that, the protein supplements market is expected to grow 7.8% through 2030 as consumers increasingly supplement dietary protein. This project was a multifaceted, multi-month initiative to test and identify with target consumers which high-protein product concept was the best driver of purchase motivation. From there, we dialed in tests on product formulation, product design and high level brand design.
SCOPE
Strategy
Branding
Creative
Website
Product Design
CREDIT
EVERY®
2024
ROLE
Creative Director
Art Director
Lead Designer
Content Creator
Package Design
Our initial learnings proved that beverage syrups stood out as an outstandingly motivating product proposition, beating the next highest product concept by 50% in hand-raiser conversion.
With alignment on beverage syrup as a product category and a clear audience profile with primary and secondary pain points established, we began betatyping motivational brand designs on Meta platforms.
As creative director and lead designer, I worked with internal stakeholders on the creation of high level brand concepts, designed to motivate purchase. From five MVB designs, implemented into simple digital ads, we zeroed in on DASH protein syrup. I continued as creative lead to build out a brand kit—across logo lockups, color, fonts, labels, WIP e-commerce landing page and finally, finished prototypes for test orders. The campaign will come to a resolution in early 2025.
