BEPURE
More Than Just Protein
BePure has become New Zealand’s trusted brand for premium nutritional supplements. With a mission to support their customers through every phase of their daily health routines, they set out to disrupt the saturated protein market with a best-in-class range of protein powders – BePure Good Gut Protein and BePure Perfect Protein.
Their core audience includes women aged 30+ but with this new product launch, BePure aimed to also attract younger consumers and men.
DATE: 2022
PROJECT SCOPE: Packaging, Digital billboards, Email and eCommerce assets
CREDITS & COLLABORATIONS:
Product photography Kate Battersby
Model photography Alisha Lovrich
Objectives & Goals
BePure needed packaging designed for their new protein powder range that fit their premium brand aesthetic and sustainable ethos. The goal was to create eco-friendly packaging for all 12 SKUs that matched their existing supplement line while standing out in a saturated market. Ensuring customers could easily differentiate between the two protein formulas and flavours was crucial.
Solution
Collaborating with BePure’s marketing manager and in-house nutritionist, I created packaging that highlighted the product's health benefits. Pops of colour and icons highlighting the unique selling points were used to distinguish between the two products. Using reusable glass jars with refillable pouches, a unique offering in the protein market.
Kind words
“Kylie’s creativity and attention to detail were instrumental in crafting a packaging solution that not only stands out on the shelves but also resonates deeply with our target audience. We couldn’t be happier with the final result. We’ve received amazing feedback from our customers and retail partners alike.”
Vai Muller – BePure Marketing Manager 2022
Results
The sustainable packaging featured vibrant accents to differentiate between Good Gut Protein’s collagen and probiotics formula and Perfect Protein’s vegan blend. The protein range received positive feedback from both consumers and retailers, with Good Gut Protein praised for its multi-functional benefits. As BePure’s protein products gain visibility with eco-conscious consumers, the sustainable packaging approach establishes a blueprint for future product lines. This design choice reflects BePure’s commitment to sustainable growth, helping it stand out in the premium wellness market for years to come.
