Introduction
Do we really need to emphasise the importance of protein for our health? Perhaps not. We are already aware that protein intake is crucial for the proper functioning of the body. Health-conscious people, therefore, ensure that their diet comprises a sufficient amount of natural protein. Additionally, they sometimes want to include protein supplements to reach their daily protein goals.
In this scenario, whey protein, one of the most sought-after protein supplements in the market, proves useful. Several brands offer the product; however, since it is related to health, customers are selective and careful. What they want is a product they can trust and connect with. This is where branding and packaging design play a crucial role.
In this blog, we will briefly discuss whey protein and its rise in recent times. We will also discuss why branding and packaging design are significant drivers of sales for any whey protein product and what can make your product stand out in the market.
To give you a more practical idea about how to go about your whey protein packaging design and branding process, we have shared with you a case study of one of our projects. For sure, it will help craft your own strategy.
So, let’s begin!
All About Whey Protein & Its Rising Popularity
If you are not allergic to milk products, you have perhaps enjoyed the taste of cheese. However, do you know that the cheese-making process also produces whey?
What is whey and how is it significant? Let’s elaborate a little.
When coagulating agents are added to milk, it leads to the solid curd separating and leaving behind a watery liquid. This is liquid whey for you. Further processing and drying of this liquid gives us the protein-rich whey powder. This whey powder (when consumed appropriately) is extremely beneficial in building muscles, gaining weight, recovering from injury/surgery and fulfilling the protein requirement of your body. The other health benefits of whey protein include managing type 2 diabetes, lowering blood pressure levels and reducing inflammation.
With so many health benefits, is it even surprising that whey protein is rising in popularity? Also, people in general (not just athletes, bodybuilders & sportspeople) are increasingly becoming aware of the importance of leading a healthy life. So they are incorporating physical exercises as well as health-boosting products into their routine. Whey protein is one of the top health supplements they opt for.
With the rise in demand, the number of brands offering whey protein has also increased.
Emerging Relevance of Branding & Packaging Design for Whey Protein
Whether a customer buys a whey protein supplement from a physical store or orders it online, there is one consistent similarity – the plethora of brand options to choose from. Just a glance reveals shelves/pages loaded with different protein brands. So, how do customers finalise that one brand to purchase?
The answer invariably is branding and packaging design. A clear brand identity and appealing whey packaging design can successfully drive customer engagement and lead to sales, while the opposite can have a negative impact.
Also, consumers today are more knowledgeable and want to buy a product that aligns with their lifestyle and values. Whey protein branding and packaging design can effectively fulfil this purpose and turn simple visitors into loyal customers.
Let’s Discuss What Make A Whey Protein Brand Stand Out
Appealing Visual Appearance
A product’s visual appearance shapes how customers will perceive it. And a positive perception is a key driver of sales for any product. When it comes to whey protein, traditionally, a majority of brands tilted heavily towards dark colours and bold fonts, but with changing times, the dynamics have shifted, both in terms of audience preferences and design techniques.
The target customers are no more just body builders or athletes, but a larger group of health-conscious and fitness-loving people. So, sometimes, the whey protein label design needs to be more sophisticated, clean and modern to cater to the diverse consumer landscape.
Effective Brand Messaging
Sometimes what is said is not so important as how it is said. When brands tailor their messaging, voice and tone to suit the target audience’s expectations, they amplify their chances of success in the long run.
Let’s explain this with another product example. Brooks Bond’s Red Label Natural Care tea contains 5 ayurvedic ingredients – ginger, tulsi, cardamom, mulethi & ashwagandha. It’s on-pack messaging, apart from listing these ingredients, says ‘Enhance Immunity’, thereby instantly highlighting its health benefits.
In this sense, messaging on the whey protein label design should not just deliver a feature; it should go a step further and highlight the benefits. This, in turn, helps build trust and emotional connection with customers.
Impactful Brand Storytelling
Stories are fascinating and therefore, storytelling is an important tool for brands to connect with their customers. A whey protein brand’s journey from the beginning, its vision, its ingredient source and recipe formulation – all form part of a brand story that can create an emotional connection with the customers. Therefore, brands must take into consideration this significant factor while working on their whey protein packaging design and branding.
Functional & Sustainable Packaging
Whey protein packaging needs to serve its primary purpose – that of protecting the product inside and making it easy for customers to open, close and store it. Customers also want different packaging option that suits their requirements and routines (like travel packs), so whey brands must fulfil customers’ requirements accordingly. Whey protein packaging should be sustainable too, ensuring a healthy environment along with healthy consumers.
Solid Digital Presence
In this era, businesses must have a digital presence, whether through their website or their social media handles. This is because a majority of people now search for information online. An absence from the online world could perhaps result in the loss of potential customers. A professionally designed, SEO optimised & user-friendly website can add a lot of value to whey protein branding and lead to enhanced awareness and sales.
Case Study - How DN Designs Helped NECTARPURE Create Its Brand Identity & Packaging Design
NECTARPURE
NECTARPURE
NECTARPURE, providing Whey protein and wellness products, wanted to establish itself as a premium lifestyle brand in the protein market. As a brand marketing agency, we created their identity, label design and 3D Ad to give a premium feel. In addition, we also designed and developed their UI/UX and complete website.
A Brief Overview of NECTARPURE & its Whey Protein Supplement
Nutraceutical brand NECTARPURE provides science-backed, but simple, health and wellness products to its customers. Its range of health supplements includes creatine powder & whey protein powder. Its whey protein product, enhanced with clinically studied BC30™ probiotics, is meant to improve protein digestion and gut health.
The Challenges It Faced
NECTARPURE aspired to establish itself as a niche lifestyle protein brand in the market with its premium product, FusionMax Whey Protein. However, being a new product, it faced tough competition from already established players. It, therefore, needed a brand design that drew attention from prospective customers.
Branding & Packaging Design Solutions By DN Designs
Strategists at DN Designs began by understanding the product and its USP, and followed up by researching the audience and market. Based on these as well as an understanding of the client’s vision, the team created a premium brand identity for NECTARPURE, right from designing a simple, elegant company logo to creating a clean label design for its FusionMax whey protein product.
For both, our expert designers adopted a minimalistic design approach to give a sense of luxury and high quality. By selecting a white box for its whey protein product packaging, we additionally ensured that the product’s health benefits and USP receive the focus they deserve. The reusable white box stands in sharp contrast to the majority of other brands in the market that use dark shades (mostly black) for their boxes.
As part of elevating its brand presence, we designed the UI/UX and developed an e-commerce website for it, too. Lastly, we also created a visually stunning 3D Ad that brings its whey protein supplement to life and grabs attention. The ad showcases the journey of this iced latte flavoured protein product from the sourcing of ingredients to delivering a pure and effective protein supplement.
Want to learn more about how we made their package design? Follow the link below
Watch the 3D video we created for them.
End Thoughts
Whey proteins are in high demand, and if businesses play their branding and packaging game right, they can establish themselves as a major brand in the industry. They need to create an effective whey protein label design or a
pouch design that speaks to the customers and encourages them to buy the product. Additionally, they also need to establish their online presence to boost their brand visibility and thereby sales.
Does it sound like a demanding and time-consuming task? Why don’t you get in touch with us? We offer a range of branding and packaging design services and can successfully make your whey protein label design stand out in the market. If you have questions, you can check out the FAQs section below. You can also check out the FAQs on our branding and packaging design page to get greater clarity, since we have attempted to answer most of the questions there.
Alternatively, just give us a call at +91 941 601 1100/ +91 720 660 5872 or drop us a mail at info@dndesigns.co.in. We will get right back to you.
FAQs
What do you mean by ‘smart branding’ in the context of whey protein?
When it comes to whey protein, smart branding involves creating a strategic brand identity that is unique and focused on your target audience, be it bodybuilders, fitness lovers, or a gym-going audience. Smart branding includes creating an appealing visual identity (colours, typography and images), crafting a brand messaging (that highlights benefits more than features) as well as a story (that connects with the customers) and lastly establishing trust through essential information transparency (nutrition facts, ingredient list, certifications and authenticity). The important point to remember here is that every aspect related to branding should stay consistent across all touchpoints – both online and offline.
The ultimate goal of smart branding is to create a unique space for your whey protein powder in the market, attract customers, establish a trust-driven connection and eventually drive sales.
What mistakes a whey protein brand must not make during its branding and packaging process?
Certain mistakes can prove fateful and as a whey protein brand, you should avoid committing them. These include creating a packaging design which appears cluttered, has extremely generic images, and confusing messaging (that doesn’t speak to the target audience). Not highlighting the key benefits or ignoring the regulatory norms associated with whey protein label design can also have an adverse effect. Other than these, inconsistent branding and not creating a packaging design that suits e-commerce platforms can also hurt your brand.
What effect do packaging and branding have on customer loyalty or repeat purchases?
Packaging and branding play a pivotal role in fostering customer loyalty and enhancing repeat purchases. A product with a visually appealing package design ensures that it gets instantly noticed (and purchased) by customers and stays in their minds long after they have left the store. Branding builds trust by creating an emotional connection with the target customers. When people associate with a brand on an emotional level and trust it, they are more likely to go for repeat purchases and be loyal.
How do I know that my whey protein product needs rebranding or redesigning?
Several indicators can help you decide whether your whey protein product needs a fresh branding and packaging approach. Primary amongst them is the drop in sales – if your sales are consistently declining, you must have a relook at your brand and check if its design still resonates with your target audience. If your target audience and brand values have changed, your packaging and branding should reflect that. Additionally, your whey protein should stand out on the store shelves and clearly convey its benefits and USP. If not, it is yet again a reason why you should think about rebranding and redesigning. Lastly, consumer feedback is extremely essential, and if that is negative, for sure it is time to rebrand or redesign your product.
For my whey protein, I need more than just visuals. Can your agency help with services strategy, positioning, or copywriting?
Yes, we offer end-to-end branding and packaging design services and can help you with defining your strategy, establishing your market position and crafting a captivating copy.
I want to collaborate with DN Designs for my whey protein packaging design and branding. How can we get started?
Firstly, we are glad to know that you want to collaborate with us for your product. As for how to get started, it is actually quite easy. Just get in touch with us – through our contact form, email or phone – and we can begin discussing your project.