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Curative Distinctiveness

fuelling
Aussie Bodies
since 1991

AUSSIE BODIES

“Aussie Bodies has been a well-known name in the Australian market for nearly 30 years, so while the brand was ready for a refresh, we needed to work with existing equities to make it relevant without losing integrity and heritage. We partnered with the team at Saltmine to create a strategy and visual identity that would help evolve the brand for future success, and are rapt with the result.”

Amy Huntley, Group Marketing Manager,
Vitaco

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The brief defined some clear objectives for
the new visual identity:

  • To reflect the revised product architecture, whilst appealing to the new target audience
  • To visually represent the brand’s new positioning
  • To provide clear and simple benefit communication to aid customer navigation
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First launched in 1991, Aussie Bodies was originally positioned as an expert Sports Nutrition brand, predominately for men, but has transitioned over the years to become an active nutrition brand for both males and females. The Australian Diet and Sports category has seen strong growth over the past few years, with many new entrants, meaning brands must maintain relevance within this busy category that is becoming increasingly hard for consumers to shop.

We worked collaboratively with the Aussies Bodies team to workshop and develop a new strategy for the brand which became the springboard for us to develop new portfolio schematics and the brief to evolve the brand’s visual identity, including the brand mark.

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We created a colour strategy for Aussie Bodies working with existing equities to increase relevance without losing the integrity of the brand characteristics. In doing this, we developed architecture which aids clear navigation across the three sub-ranges, Shape, Shine and Nourish, making the brand more accessible to the new, everyday target audience.

We acknowledged the heritage and memorability of the old visual identity and retained its strong design cues, but evolved the logo to better reflect the modern, real world and people who the brand is trying to resonate with.

The new packaging design is clean, easy to navigate as a range and strong on wellbeing and taste cues, which are essential to winning in this category.

“It has been exciting to work closely with the Aussie Bodies team and witness their thinking evolve and react to the new trends within the category. This project had a quick turnaround, so our team worked to tight deadlines from the get-go to produce the packaging design and artwork, including production liaison and substrate advice. We can’t wait to see the new visual identity on shelf and to watch the brand move forward with momentum.” said Saltmine Chief Curation Officer, Sara Salter.

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