Twinlab is a major manufacturer and marketer of sports nutrition products. Responding to an evolving market, the brand managers decided that the next generation of nutritional drinks would need to be for the mass market, appealing to both women and men, and be free of all artificial flavors, colorings, sweeteners, and questionable or banned substances. They called it the “Clean Series.” It would be a brand consumers could trust without worrying about scrutinizing the list of ingredients for controversial items..
The packaging needed to reflect this new idea, yet still be identifiable at a glance in health food stores to loyal customers. Here is the first sketch given me by the art director on the package layout.
Through several sets of proofs, we worked out the right balance of realism and fantasy. These are the final illustrations.