Pumpkin protein powder on wooden table
C2 - Your next chapter
Bastien Bouisset came to us with Wellness Direct, a start-up fitness and wellbeing brand based in the South of France. His first challenge was to address the shortage of protein supplements that appealed to "ordinary people" (read: not gym junkies) that wanted to take the next step in their fitness. Driven by a belief that fitness belongs to all of us, Bastien needed a brand that challenged the elite nature of fitness, as well as the artificial, masculine nature of protein supplements.
SERVICES:
• Brand strategy
• Brand name
• Visual identity
• Website
• Packaging
• Video
• Photography
• Social (direction)
Man and woman working out together in park
Man out of breath after running and doing excercise
Berry protein shake on a wooden table with berries and almonds
During our first brand workshop Bastien he was struggling to find a name for his new venture. We noticed that he talked about his new company ‘Wellness Direct’ in a very formal and business-like way, but when he talked about his personal background story, and his plans for the future, he got very animated and naturally split his business life into two chapters.
He explained that Chapter 1 was opening a series of KeepCool gym franchises in his provincial hometown of Nîmes and Chapter 2 was the next step: going beyond the local gym and expanding into bespoke fitness, nutrition and lifestyle. There was an obvious parallel between Bastien and the new audience he was reaching out to with his new brand: both are looking to start a new chapter.
We told Bastien he already had a name: Chapter 2.
Chapter 2 isn't just about protein powder, and it's not about spending hours in the gym. We filmed Bastien doing some back-to-basics workouts that can be done anywhere, with no equipment necessary.
Pumpkin and Apple minimal modern protein powder
C2 minimal and modern protein powder packaging
Group photo of minimal luxury protein powder drums on dark grey background
We immersed ourselves in the universe of protein powder. The industry is dominated by brands that promise to make you "ripped" in record time. Big plastic tubs of protein cut with a cocktail of artificial sweeteners and flavours are the norm. It is highly masculine. The words and the visual language we use for Chapter 2 is a response to this intimidating universe. It's simple, clean, natural, human and accessible.
LINKS:
CHAPTER 2 UPDATE SEP 2023: Chapter 2 opened its first of many planned boutique gym locations and was making huge progress with brand awareness, customer acquisition and business growth until the gym industry was hit hard by the pandemic. Bastien had to park Chapter 2 for the time being and focus on his first chapter, the chain of KeepCool franchise gyms. However, Bastien is a true force of nature and we are 100% sure that Chapter 2 will be back soon… watch this space!
Animated scrolling website for a luxury organic protein powder brand
Woman doing push ups in park on stairs
Healthy vanilla and berry smoothie recipe on ipad screen on kitchen counter
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