Be Amazing

Rebranding the it-girl of vegan protein.

Research, Brand Strategy, Naming, Branding + Identity, Logo, Brand Book, Packaging Suite, 3D, Photography, 3D Motion, Merch

A REFRESHED IDENTITY

Be Amazing, f.k.a. BEAM Be Amazing, is a wellness company committed to making comprehensive wellbeing accessible to all, known for great-tasting supplement powders and a first-in-category super greens drink. As the brand continued to grow and scale, they approached us for a complete rebrand that embodies who they have become and celebrates their close-knit community.

Prior to the rebrand, they had already built a great following by being themselves and listening to their customer base, ultimately carving out a whitespace in a traditionally masculine or aggressively-positioned industry – products positioned for ‘gym-heads’ can be intimidating to the average person.

Zero was tasked with a full reimagining of the brand identity and packaging suite spanning 40+ SKUs across 9 product categories, from protein powders to new-to-market ready-to-drink super greens.

The core challenge was to strategically evolve the brand to where they needed to be to compete, without alienating their existing loyal customer base. Zero pursued a balance of maintaining essential brand DNA – like the name, energy, brand colors – to nod to the brand’s origins while bringing it into the future.

A SPARKLING NEW LOGO

The updated logo approach was inspired by the notion that all wellness journeys are unique to the individual – individuals can “be” whatever they’d like to be and “amazing” means different things to different people.

Our custom “sparkle mark” icon celebrates this while serving as a dynamic colon for playful future adaptations of the wordmark – a built-in way for the brand to be:flexible in communications.

The core focus of the partnership was evolution of brand positioning and packaging while highlighting a wide flavor range, inclusive of external brand collaborations. The evolution needed to convey how clean, premium, and great-tasting the products are – a clear, structured layout with high-quality flavor imagery was key.

In a space that leans heavily on stock imagery and iconography, it was important to Be Amazing and Zero to develop entirely original and custom visual assets on-pack.

AN UPLIFTING ICON SYSTEM

Custom badges and icons highlight Be Amazing’s many product benefits while also used to support our community with uplifting messaging and bubbly iconography.

“Zero took our verbalized vision and converted it into a cohesive, beautiful finished product. They had an uncanny ability to contextualize our thoughts, ideas, and overall purpose and turn into a digital and physical reality.” – Russell Saks, Be Amazing CEO and Co-Founder

Through an updated naming convention, effective messaging strategy, and an everlasting scalable brand system, Zero brought the brand to a place that embodies who have they become, allows them to stand out on-shelf in a saturated category, and will flex with the continued growth of the brand.