Pumpkin protein powder on wooden table
C2: “Your next chapter.”
CHALLENGE: Meet Bastien – a powerhouse of energy with a heart as big as his ambitions. Based in Nîmes, in the south of France, Bastien came to us with his latest venture, Wellness Direct, a start-up fitness and wellbeing company. Imagine this: a guy in his early 30s, running marathons, managing a busy household (kids, wife, dog, and multiple businesses), yet still finding the time to chase his passion for making fitness accessible to everyone. With his infectious personality and unshakable belief that wellness is a right for all, not just the elite, Bastien had a bold vision.
He wanted us to help him create an international brand that would shake up the industry. His mission? To tackle the serious lack of 1) premium protein supplements and 2) premium gyms that didn’t cater only to hardcore gym-goers. He dreamed of a brand that felt welcoming to everyday people, with a fresh, feminine touch – far from the typical gym filled with sweat and testosterone or protein powders packed with sugar and chemicals. We were excited to help Bastien break those stereotypes and bring his vision to life.
SUCCESS: Bastien’s bold gamble paid off big time! He launched Chapter 2, his premium range of protein powders and high-end gyms, to massive success—and a huge sigh of relief. With no outside investors, he put his own money on the line, so failure wasn’t an option (no pressure!). But it worked - big time. Sales, market share, and brand awareness? All headed in one direction - up! The protein powders flew off the shelves, both online and at the first of his many C2 gyms. Before long, they were selling out, and the gym had lines of eager new members waiting to sign up, stretching out the door. Bastien's vision came to life, and it couldn’t have gone better!
SERVICES:
• Brand strategy
• Brand name
• Visual identity
• Website
• Packaging
• Video
• Photography
• Social (art 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
In our first brand workshop with Bastien, he was having a tough time nailing down a name for his new venture. We noticed that when he talked about ‘Wellness Direct,’ it sounded formal and business-like. But the moment he started sharing his personal story and his big plans for the future, his whole energy shifted. He naturally broke his journey into two clear chapters.
Chapter 1, he explained, was all about opening a series of KeepCool gym franchises in his hometown of Nîmes. Chapter 2? That was the next level—taking fitness beyond the local gym and creating an international brand specialising in personalised wellness, nutrition, and lifestyle. It hit us that there was a clear connection between Bastien’s journey and the new audience he wanted to reach: both were ready to start a fresh chapter.
So we told Bastien, “You’ve already got your name: Chapter 2.” And the rest is history.
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
CHAPTER 2 UPDATE SEP 2024: When the pandemic hit, Bastien had to make the tough call to put Chapter 2 on pause and shift his focus back to Chapter 1 — his KeepCool franchise gyms, which were the financial backbone of his growing business empire. But if there’s one thing we know about Bastien, it’s that he’s unstoppable. We’re 100% confident that Chapter 2 (and maybe even Chapter 3) will be back stronger than ever before. Stay tuned... exciting things are on the horizon!
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
