about

New brand creation for Vital Pursuit, a GLP-1 focused brand specializing in sensible portions with high protein offerings—endorsed by Life Cuisine to validate consumer trust.

creative team

In-House Strategic Design: Tom Davie
Design Studio: Sterling Brands
Brand Identity Lettering: Lux Typo.
Product Photography: Wright Studio

business & brand impact

Achieved national brand distribution as the first frozen food brand created for GLP-1 users, outpacing category norms for new brand repeat buyers and attracting younger, more affluent & more diverse shoppers to the category.

deliverables:

• Brand identity • Packaging design system • Hero product photography • Digital shelf & omnichannel photography assets • Exceeded qualitative & quantitative performance requirements

brand identity

The logo known as the ‘Vital V’ became the primary core asset, serving as both brand identity and packaging foundation. Developed as a flexible system where the scale, positioning and additional elements (such as the band promise stripes) can be added or removed from the logo based on context and usage need.

packaging

Vital Pursuit wanted to attract GLP-1 users and younger shoppers to the frozen aisle with a trusted brand capable of delivering on the promise of high protein, portion aligned and essential nutrients. On package, the ‘Vital V’ acts a beacon for the brand name, product imagery and primary benefit claim. Balancing complexity of communication, appetite appeal and shoppability, the striking visual language stand out in the freezer case.

photography

The packaging photography aimed to communicate sensible portion size while capturing beautiful texture and delicious appetite appeal across sandwiches, pizzas and bowls. The social and lifestyle images brought the brand personality and vibrant green palette to life.

results

Vital Pursuit launched to significant media and consumer interest. Ad Age featured the brand and packaging creation due to its speed to market and ownable visual style.