Jillian Casebeer

Pure Protein is a conceptual rebrand that reimagines the identity of a familiar supplement through a clean, minimal, and science-forward lens. The visual system is anchored by a custom geometric wordmark and a dynamic background pattern inspired by protein molecular structures—designed to subtly allude to the science behind nutrition and muscle support.

Each flavor variant uses a unique color palette and molecule-inspired forms to reinforce both flavor differentiation and scientific credibility. On the front, clean iconography and a grid-based layout present the product’s key benefits—protein count, calorie info, and dietary tags—at a glance. The back panel is optimized for user clarity, complete with usage suggestions and mixing instructions. This rebrand elevates Pure Protein from a standard supplement to a sleek, modern essential for health-conscious, design-savvy consumers.

Project: Pure Protein Conceptual Rebrand

Role: Branding, Packaging Design, Visual Identity

Objective: Refresh and modernize the packaging of Pure Protein powder to appeal to a more design-conscious, health-focused consumer while maintaining clarity, trust, and shelf impact.

Design Goals:

- Create a clean, futuristic visual system rooted in wellness and performance

- Emphasize product benefits through clear icons and legible data

- Use color-coded flavors to aid customer navigation and visual appeal

- Introduce a bold typographic identity to convey energy and modernity

Target Audience:
Active individuals aged 18–40 who prioritize wellness, nutrition, and aesthetics. They value clean design, transparency in labeling, and products that align with their lifestyle—whether that’s gym-focused, plant-based, or simply health-aware.

Design Solution:
The rebrand features a geometric wordmark paired with a molecular-inspired visual motif, referencing protein structures to evoke scientific credibility and purity. A minimal, grid-based layout emphasizes legibility and ease of use, while distinct color palettes and icon systems help differentiate flavors and key nutritional benefits.