ButterflyCannon (butterflycannon.com) has created the brand positioning, identity, naming and packaging design for Walgreens Boots Alliance’s new wellness range, a collection of three protein powders. MBody is targeted at women under 30 looking to live well and tone up, aiming to attract health-conscious women rather than the fitness fanatics.
It was obvious from the start that the current brands tended to communicate an intimidating, overly masculine aesthetic which didn’t appeal to the needs of our less obsessed consumer.