Zero Rebrands The It-Girl of Vegan Protein

Be Amazing is a wellness company committed to making comprehensive well being accessible to all, known for great-tasting supplement powders and a first-in-category super greens drink. As the brand continued to grow and scale, they approached Zero for a complete rebrand that embodies who they have become and celebrates their close-knit community.

“Prior to the rebrand, Be Amazing had already built a great following by being themselves and listening to their customer base, ultimately carving out a whitespace in a traditionally masculine or aggressively-positioned industry,” said Joseph Delaney, Founding Partner and Managing Director at Zero. “They are all about empowering you to make choices that make your wellness journey – whatever that is – a little better with their clean products and no-judgement approach. This is super refreshing in a space typically occupied by products positioned for ‘gym-heads’ that can be intimidating to the average person.”

Zero was tasked with a full reimagining of the brand identity and packaging suite spanning 40+ SKUs across 9 product categories, from protein powders to new-to-market ready-to-drink super greens. The challenge ahead was evolving the brand to where they needed to be to compete, without alienating their loyal customer base. Zero pursued a balance of maintaining essential brand DNA – like the name, energy, brand colors – to nod to the brand’s origins while bringing it into the future.

The core focus of the partnership was evolution of brand positioning and packaging while highlighting a wide flavor range, inclusive of external brand collaborations. The evolution needed to convey how clean, premium, and great-tasting the products are – a clear, structured layout with high-quality flavor imagery was key. In a space that leans heavily on stock imagery and iconography, it was important to Be Amazing and Zero to develop entirely original visual assets on-pack.

“Zero took our verbalized vision and converted it into a cohesive beautiful finished product. They had an uncanny ability to contextualize our thoughts, ideas, and overall purpose and turn into a digital and physical reality,” said Russell Saks, Be Amazing CEO and Co-Founder.

Through an updated naming convention, effective messaging strategy, and an everlasting scalable brand system, Zero brought the brand to a place that embodies who they have become, allows them to stand out on-shelf in a saturated category, and will flex with the continued growth of the brand.