Bloom creates new packaging for women’s protein shake Maxitone

Bloom has redesigned the packaging for women’s protein-shake range Maxitone, to make it look more feminine, and help the company differentiate its products from the male protein-shake market.

New Maxitone Definity protein shake
New packaging, by Bloom

The consultancy won a three-way pitch in April 2011 and was asked to redesign the look of Maxitone’s full product range for women, which comprises Definity, Sculptress, and Finesse.

Definity will be the first to roll out in April before Sculptress and Finesse – all of which are tied together by what Bloom planning director Ed Hayes calls a ‘visual mnemonic’ which features as a red flourish on the pack.

Hayes says the new design is ‘feminine but not girly and effective but not medicinal.’

Current Maxitone Definity protein shake
Current packaging

Bloom was faced with the challenge of ‘compensating for the audience’s preconceptions that these kind of products  are traditionally for body building mass, not for toning, weight-loss or general well being.’

The top of the pack features a band of women performing a range of activities to appeal to the ‘every-woman in a clear unintimidating way,’ says Hayes. This is a departure from a singular female figure on the incumbent design.

An off-white bottom half backdrops a flavour tab, and a series of benefits and claims.

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