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Case Study
A fresh identity for protein on the move
The Challenge
Zelus offered a lighter alternative to protein powders and heavy shakes, but its identity made the product feel clinical and overly functional. It did not reflect the taste, convenience or personality that made the drink different. To reach padel clubs, social sports communities and everyday active people, the brand needed to leave the serious supplement world behind.
Our Approach
We repositioned Zelus around lightness, flavour, convenience and the social side of being active. Rather than focusing on intense performance, the strategy spoke to people who wanted to move, connect and enjoy themselves. That thinking shaped a bolder visual identity filled with energetic colour, playful typography, illustrated characters and a more confident tone of voice.
Our Solution
The new identity replaces clinical cues with colour, character and movement. Rolled out across packaging, the website, social content and campaigns, it gives Zelus greater presence on shelves and screens while connecting with a broader active audience. Our ongoing relationship continues to support the brand as it develops new ideas and builds its place beyond traditional gym culture.
Client perspective
“Weknewtheproductwasdifferent,buttheoriginalbranddidnotcommunicatetheenergyorpersonalitywewantedZelustohave.OnPoyntunderstoodthatweneededtomoveawayfromtheclinicalworldoftraditionalsportsnutritionandcreatesomethingthatfeltmuchmoresocial,accessibleandenjoyable.Thenewidentitycapturesthatperfectly.Itfeelsconfident,distinctiveandmuchclosertotheaudiencewewanttoreach.Theteamcontinuestosupportusasthebrandgrowsandnewopportunitiesdevelop.”
— Michael, Founder of Zelus
Client perspective
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