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Bastien Bouisset came to us with Wellness Direct, a start-up fitness and wellbeing brand based in the South of France. His first challenge was to address the shortage of protein supplements that appealed to "ordinary people" (read: not gym junkies) that wanted to take the next step in their fitness. Driven by a belief that fitness belongs to all of us, Bastien needed a brand that challenged the elite nature of fitness, as well as the artificial, masculine nature of protein supplements.

 

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Your next chapter

Bastien talked about the company as Wellness Direct, but when he talked about his personal background and his mission, he split it into Chapter 1 and Chapter 2. Chapter 1 was opening a series of gyms near his hometown of Nîmes and Chapter 2 was the next step: going beyond the local gym and expanding into nutrition and lifestyle. We noticed a parallel between Bastien and the people he is reaching out to: both are looking to start a new chapter. We told Bastien he already had a name: Chapter 2. 

 

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.

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We immersed ourselves in the universe of protein powder. The industry is dominated by brands that promise to make you "ripped" in record time. Big plastic tubs of protein cut with a cocktail of artificial sweeteners and flavours are the norm. It is highly masculine. The words and the visual language we use for Chapter 2 is a response to this intimidating universe. It's simple, clean, natural, human and accessible.

 

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