Protein supplement range Iron-Tek took inspiration from a classic American poster by Harold Von Schmidt for a packaging and ID rebrand, in what its agency, Beardwood & Co, says is a fresh take on masculinity.
The branding uses the image of a muscular shirtless lumberjack cutting down a tree, with a bandanna in his pocket, as well as other images of old-fashioned workers. According to the agency, the new look aims to close the disconnect between the garish, 1980s-looking musclehead packaging of many nutritional brands and consumers' desire for more natural products.
The rebranded product range is currently being rolled out to Whole Foods and natural grocers, rather than traditional nutrition stores.
It's nice change of pace from the typically dry creative landscape that is the world of protein supplements. Previously, agency Humanaut delivered an outstanding idea in the space with the Small Agency Award-winning campaign "Save the Bros."