01_Pro2fit_Brand Auditing.pdf

Brand/Visual Language
Brand Auditing: 086/2021
PRO2FIT
Nutritional Product
By:

Growing health consciousness among younger
consumers is widening the market opportunity for
niche protein-based brands, which were until
now consumed by an ageing population.

Industry experts said the
awareness around protein intake
has resulted in 2 5 - to 30 -y e a r -
o ld s m a k in g s u c h p r o d u c t s
a p a r t o f th e ir d a ily d ie t . This
has fueled a growth of brands that
were earlier relegated to a small
segment of society and were
used by the masses only when
recommended by a doctor.
The reasons were a lack of awareness
about muscle health in the absence of clear
communication by marketers. To d ay, th e
in f lu e n c e o f s o c ia l m e d ia a n d a g r o w in g
trib e o f n u tritio n is t s c o m m u n ic atin g
a b o u t th e rig ht w ay o f e atin g is d riv in g
s a le s o f s u c h p r o d u c t s .

Plant-Based(V
egan)
Protein
N
on-Plant-Based
Protein
G
eneralFitness/
H
ealth
ProfessionalFitness

Plant-Based(V
egan)
Protein
N
on-Plant-Based
Protein
G
eneralFitness/
H
ealth
ProfessionalFitness
ProteinBrands are
to target working
adults who are
likely to miss out on
adequate protein
intake due to hectic
lifestyles.

Young consumers are also
taking protein for general
health, fitness and its
versatility due to its neutral
taste.
Plant-Based(V
egan)
Protein
N
on-Plant-Based
Protein
G
eneralFitness/
H
ealth
ProfessionalFitness

“ This trend is largely driven by
rising health consciousness,
focus on fitness and the
increasing awareness of
the need and importance of
maintaining optimum nutrition
levels. Protein is our largest
selling product and is popular
with consumers of all ages.
Plant-Based(V
egan)
Protein
N
on-Plant-Based
Protein
G
eneralFitness/
H
ealth
ProfessionalFitness

The nutrition market in
India is said to be of the
order of Rs 5,000 crore,
according to industry
estimates.
India Sees Huge Growth in Vegan
Options as Plant-Based Eating
Continues to Rise
Plant-Based(V
egan)
Protein
N
on-Plant-Based
Protein
G
eneralFitness/
H
ealth
ProfessionalFitness

India is well-known for having a
large vegetarian population, and
many Indians are now turning
to veganism due to health
concerns. As plant-based eating
grows, companies like Pro2fit is
working to meet rising demand.

A survey in 2019 found that 63%
of Indians were willing to replace
meat with plant-based options.
That’s a big market in a country of
over a billion people.

Plant-Based(V
egan)Protein
N
on-Plant-Based
Protein
G
eneralFitness/H
ealth
ProfessionalFitness

Webpage Design Auditing
There is a disconnect between
what we really stand for (plant
based protein for general
fitness and health) and the
current image (professional
body builder)

body builder)
Mass gain protein products
generally carry thick and heavy
fonts denoting power. strength
and muscle gain.

body builder)
It stands for toughness which is
taking us away from the brands
intended perception (like fitness
and health representing colour,
form, shapes and textures)
and muscle gain.

body builder)
Current content is very factual
and uninspiring. It needs to be
looked at more from brands
perspective and how it could
be made more interactive and
engaging
It stands for toughness which is
taking us away from the brands
intended perception (like fitness
and health representing colour,
form, shapes and textures)
and muscle gain.

The current aesthetics and
visual communication of the
packaging heavily corresponds
towards muscle gain whey
protein packaging design

The current aesthetics and
visual communication of the
packaging heavily corresponds
towards muscle gain whey
protein packaging design
There is a great opportunity
of using owenable icons
and illustrations which gives
great mileage in brand
synchronisation

Our suggested photography
styling invokes imagination
and desirability of prospective
target audience (consuming
products in delicious ways) as
well as our protein brand can
be consumed in enjoyable ways
and lifestyle.

Our suggested photography
styling invokes imagination
and desirability of prospective
target audience (consuming
products in delicious ways) as
well as our protein brand can
be consumed in enjoyable ways
and lifestyle.
Visual consistency missing,
visuals could add more value to
communicate your brand story
Optimistic feeling, connect with
TG’s aspiration

CASE STUDY 1

Using numerals to communicate in
depth research and expertise to their
range of products.
Pictorial story telling narrates family,
health and togetherness also use of
interior and exterior ambience to show
positive lifestyle

Pictorial story telling narrates family,
health and togetherness also use of
interior and exterior ambience to show
positive lifestyle

CASE STUDY 2

Journey to good health achieved
by nature made products
Scientific research and high
quality natural ingredients
Thougtfully designed products to
suit your lifestyle
Owenable yellow colours used
across the webpage
Heightened web page
engagement

WAY FORWARD

Life style Fitness is a dominant brand concept
Knowledge section builds a brand trust
Real people interaction increases the trust factor
To stay close to (plant based) Vegan concept we extensively used
green colour organic brown colour / texture
Photo / image is a part of brand language & it needs to follow
brand guidelines

BEFORE AFTER

01_Pro2fit_Brand Auditing.pdf

Recomendados

Recomendados

Más contenido relacionado

Similar a 01_Pro2fit_Brand Auditing.pdf

Similar a 01_Pro2fit_Brand Auditing.pdf (20)

Más de Dharam Mentor

Más de Dharam Mentor (20)

Último

Último (20)

01_Pro2fit_Brand Auditing.pdf