Protein Now!

Protein Now! set out to reposition the protein category—moving away from aggressive, performance-driven cues toward something more approachable, inclusive, and easy to integrate into everyday routines. The product itself—a 21g protein shot—delivers on efficiency, so the brand needed to match that clarity while softening the typical intensity of the space. We anchored the identity in the idea of immediacy and ease, building around “Now” as both a functional benefit and an emotional cue—something that fits seamlessly into any moment.

That translated into a wordmark where “Now” takes prominence in a soft, confident serif, punctuated by an oversized exclamation point to reinforce energy without aggression. A palette of deep purples paired with a warm, sunlit yellow balances strength with approachability, creating a tone that feels both capable and inviting. Packaging extends this through full-wrap fruit textures that add freshness and tactility, while sticker-style logo applications and recurring exclamation motifs bring flexibility and a sense of lightness across touchpoints. The result is a system that feels immediate, expressive, and broadly accessible—designed to meet users wherever they are.