BACKGROUND: Bia was founded by Stratten Waldt with the intention of providing a high quality protein supplement for women. Bia is a protein powder and is made with 100% isolate - the highest quality protein available. Many women today don’t get enough protein in their diet however, most traditional protein powders are lacking - poor taste and consistency, low quality protein and ingredients. Bia was designed to help change that.
Since launching Bia a few years ago, sales have been relatively slow. Anna was asked to help with a brand repositioning and redesign to more effectively market the end product. Creating the logo is step one. The current brand and logo look fairly basic and the product and associated value proposition lack differentiation. Bia needs to appeal to a clearer end user and communicate a more modern and elegant, yet relatable, brand image.
Anna has hypothesised that there is a market opportunity for a protein powder targeting older women (50-75+). Older women suffer from age-related muscle loss, which leads to a host of other health complications. In general, there also aren’t many female-focused powders on the market, which align with more of a lifestyle positioning (ie not focused on weight training or weight loss).
TARGET AUDIENCE: Older American women (50-75), both who work out and are healthy, as well as those who don’t but who aspire to make better nutrition choices.
TONE OF VOICE:
Smart, tongue in cheek, relatable, no-nonsense
Minimalist, modern, elegant, fun