Brand Reboot

Maxi Nutrition

Your Fitnessfood.

MaxiNutrition was founded in Bergisch-Gladbach in 2017 and stands for innovative and high-quality fitness food. The majority of the whey, bars, supplements and much more are developed and produced in-house without the use of palm oil, artificial colours and flavours. The redesign process initiated in 2021 has been one of our biggest challenges so far, as a total of over 90 SKUs from 8 different product ranges had to be prepared for a relaunch at the same time. The task was to unify the appearance of the brand, to emphasise the high quality and health benefits of the products and to position them in the mid-range price segment. The result was a clean, easy to grasp overall concept with clear colour coding, fresh product and ingredient shots and a empowering brand communication. Made for nutrition-conscious fitness experts as well as ambitious supplement newcomers. As part of the Healthy Nutrition Company (HNC), MaxiNutrition is also a subsidiary of the Krüger Group, one of the world's leading family-owned companies in the food industry.


Creative Direction

Brand Strategy


Logo Redesign

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