Brand Identity
Packaging Design
Brand Strategy
Visual System
Overview
Chase Protein is an emerging D2C snack brand focused on delivering everyday food products enhanced with protein. Despite strong product quality and loyal users, the brand lacked a compelling visual identity and failed to stand out in an increasingly competitive, design-forward market.
Context
As a frequent consumer of their products, I identified a clear gap between the quality of the product and the perception created by its branding. This project reimagines Chase as a bold, modern, and culturally resonant protein brand built for today’s consumer.
The Problem
The existing brand suffered from:
Weak shelf presence and poor recall
Generic supplement-style aesthetics
Lack of emotional or lifestyle positioning
Inconsistent visual language across products
No differentiation from competitors in the protein category
This created a disconnect between product experience and brand perception, limiting its growth potential in the D2C space.
Objective
The redesign focused on repositioning Chase from a functional protein product to a lifestyle-driven snack brand.
Key strategic shifts:
Move from “gym supplement” → “everyday snack”
Build a bold, youth-driven visual language
Create a system that works across SKUs and future expansion
Introduce personality, energy, and memorability
Design for both digital-first D2C and physical shelf impact
Design Strategy
The new identity introduces a vibrant, high-contrast system that reflects energy, confidence, and modern snacking culture.
Key elements:
Punchy color palette for instant recognition
Bold typography for high recall and attitude
Clean information hierarchy to improve usability
Iconography + graphic devices to create a scalable system
Packaging that feels snackable, not clinical
The result is a brand that feels alive, contemporary, and built for scale.
Impact and Learnings
Clear differentiation from traditional protein brands
Stronger alignment with Gen Z / young millennial audience
Scalable system ready for product line expansion
Elevated perceived value of the product
