Benefit’s range of flavours were our springboard when curating their vibrant pastel colour palette. This “colour by flavour” strategy means that each shade can both signal a flavour and simultaneously contribute to the lively and feminine character of the brand.

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Eye-catching and easy to recognise, these colours set Benefit apart from the majority of protein supplements currently in the market. Historically a masculine product packaged in darker, more intimidating designs, protein powder has been redefined here with the brighter pastel hues, delicate cardboard packaging, and a serif logotype. We also worked carefully to ensure that the health benefits, functions, and target consumers of protein powder would be easily understood at first glance. Using the flavours once again as the springboard for our designs, we incorporated photographed images of the product’s real ingredients onto the packaging to provide clarity and transparency, as well as to emphasise the healthful properties of the product. The images are laid out in a burst arrangement to create a look of energy and dynamism.

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In collaboration with Bella Campen, Benefit's brand ambassador, we also needed a way to capture the attention of fans in a way that remained relevant to the brand. The accessories for the main product was our solution to this challenge, and we designed shaker bottles with complementary colours featuring Bella’s name in handwriting for an added personal touch. As a fun and unique extra gimmick, we also designed mini Bella figurines as a limited edition gift with purchases. These features all served to take the concept of protein powder away from bodybuilding and traditional masculinity towards a new identity as a general health supplement for modern women with busy lifestyles.