BRAND
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PRODUCT
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LAUNCH
Life in Motion
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1
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/ About the project
Optimum Nutrition entered the high-protein ready-to-drink category with a new 40g Protein Shake. While the brand has deep equity in performance nutrition, the product required a distinct expression that could extend that equity into a ready-to-drink format designed for active, in-motion routines beyond the gym.
This work defined the visual world and launch expression for the product. A single system built to capture performance as it continues through movement, recovery, and the moments in between. The shake appears naturally within the rhythm of an active life.
The concept and visual direction were developed from this perspective. Motion, pacing, and moments of pause are used to frame recovery as something that happens within performance, not after it.
/ Brand
Optimum Nutrition
A premium performance product built for life in motion.
/ Defining a World in Motion
The visual world was shaped around moments where performance is already in progress, spanning peak effort, recovery, and the transitions between them. By focusing on how these states flow into one another, the work frames performance as something continuous rather than episodic.
These in-between moments allow the product to exist naturally within active routines. The shake appears at points where recovery becomes part of sustaining performance over time, reinforcing its role within an ongoing rhythm of movement.
By defining the world through this continuum and applying it across a range of sports and athletic contexts, the system establishes a consistent environment for the product to live in. Motion is constant, recovery is embedded, and performance extends beyond a single defining moment.
/ Life in Motion, Applied
With the world established, the system was applied across campaign assets and touchpoints. The same idea carries through different formats, message hierarchies, and levels of emphasis.
Product-forward executions, performance moments, and supporting copy work together as parts of a single narrative. Callouts and messaging adapt to placement, while the underlying logic remains consistent.
The result is a flexible system that supports storytelling, communication, and distribution across a full campaign.
/ A World That Holds
Across launch touchpoints and formats, the work establishes a consistent environment for the product. One that carries forward through different moments, placements, and scales.
The system allows the product to remain recognizable as context shifts. The world holds together, and the idea continues.
What emerges is not a collection of assets, but a sustained expression of performance that remains intact beyond the launch moment.
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