Expanding the market for high-performance health
Brand identity brings Legion supplements beyond the gym bros.
Services PROVIDED:
BRAND STRATEGY
VISUAL & VERBAL IDENTITY
BRAND GUIDELINES
MARKETING ASSETS
WEBSITE/UI DESIGN
Insight
A health brand based on purity must cut through the hype and be real in every way: from what you see to what you taste and how it makes you feel.
Challenge
Legion’s original aggro-branding was the standard for supplements full of dubious promises and questionable ingredients. But their products leveraged quality over claims.
Solution
We rebranded Legion to showcase pure ingredients and broaden their appeal beyond hardcore bodybuilders. A robust design system creates a direct-to-consumer health brand that is different at first sight.
IDENTITY
Widening the supplementation market
The reimagined Legion uses lowercase logo type and enticing visuals to create a brand that can break through to the mass market—less hardcore, more healthwise.
Legion’s 40 SKUs spanned protein powder, energy bars, vitamins and workout drinks, all needing a brand system that emphasized nutrition over hype. Traina leveraged Legion’s “L” as the key to real ingredients—uniting the brand with a suite of CGI assets that showcase real flavor throughout their products.
Real quality you can see and feel
Why go CGI when stock imagery would suffice? Legion’s focus on quality ingredients called for visuals that had to be as real as they could get. Such a sweeping visual system of vibrant, 3-D rendered images is rare in their category, but necessary to highlight Legion’s great taste, diverse flavors, and premium quality—in addition to reflecting their honest, science-based brand personality and values.
And for a brand where purity and authenticity is your edge, realness must come through on every side: from what you see, to what you taste and how it makes you feel.
RESULTS
Making gains
The outcome speaks for itself: Legion quickly realized a surge in new and repeat customers alike. All told, the new position, tone, and packaging opened up entirely new markets to this once-niche brand.
YTD year-over-year increase in revenue
Increase in new customers
Discerning customers have chosen Legion
