Gym Bod

A glow-up for one of Australia's leading protein ice cream brands

Co-founders Cian and Courtney started selling low-calorie soft serve out of the back of a van to gym-goers back in 2018. With grit, commercial focus and an appetite for risk, they quickly transformed into a full-scale FMCG manufacturer with national ranging in Coles.

They came to us with a challenging brief: to evolve the brand for future growth without losing its distinct identity.  There were immediate problems to solve around inconsistent brand treatment and colours, key messaging and hierarchy, and visual impact at shelf.

The freezer is a tough environment: foggy doors obscure views, shelf stripping covers primary info and merchandising is messy and uncontrollable. We rolled up our sleeves, grabbed a spoon and dug in to the world of ice cream.

SERVICES
Brand strategy
Brand identity refresh
Packaging design and artwork
Shelf impact testing
Gym Bod
Gym Bod
Gym Bod

Refinement over reinvention

GYM BOD already existed in the hearts and minds of Aussies. Our goal was to make the brand feel more like itself - to amplify their core assets and dial back the noise so that the product could truly sing.

Key updates included:

Refining the logomark: Reconfiguring the drop shadow, improving legibility and finessing tiny elements in the letterforms.

Improving hierarchy: Reducing clutter, eliminating unnecessary claims and creating key focal points for fast processing.

Increasing appetite appeal: stronger ice cream visuals and a dynamic chocolate shatter to illustrate the delicious product inside the pack.

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A word from Cian, CEO of GYM BOD

“Brent and the Mind Control team were amazing to work with - they always nail the brief, whether it’s a brand glow-up or a new sub-brand identity. They listen, they challenge and they ultimately come up with an end result which exceeds my expectations! I love that they are total FMCG nerds, who are so passionate about the industry and product positioning. I look forward to continue to build my packaging strategy and execution out with Mind Control.” 

Gym Bod
Gym Bod
Gym Bod

OUR WORK

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Natural State
Natural State
New brand creation
Cove
Cove
New brand creation
Youfoodz
Youfoodz
Packaging Architecture & Refresh
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