Bluemarlin Sci-MX Sports Nutirition Ad Campaign

FOR IMMEDIATE RELEASE
11.07.2013
Integrated brand design specialist Bluemarlin has redesigned packaging for SCI-MX Nutrition, a leading brand in the sports nutrition category. In recent years, the brand has experienced rapid distribution growth and is sold in the top five top grocery multiples, nationwide independents and also has a large international distribution base.
SCI-MX’s repositioning and redesign project was a proactive response to an in-depth market and consumer research project based on consumer attitudes to nutrition and the underlying reasons for the recent boom in the UK sports nutrition market. The brand recognised an opportunity to broaden its appeal to reach a rapidly expanding group of image conscious modern men who are looking to improve their physical appearance and performance. To reach these consumers, SCI-MX needed a contemporary and professional look, which highlighted its reputation for quality, trust and high performance.

The aim was to shift the brand’s positioning from promoting sports performance, to becoming the beacon brand for physique development. ‘You at your best’ [new slogan] was born and it encapsulates the multiple benefits associated with an improved physique. The new design accomplishes this by capitalising on the high quality and expertise of SCIMX products, focusing largely on its cutting-edge, scientifically proven formulas.
SCI-MX’s logo has been strengthened with a unique molecular symbol and new typography, giving it a more modern and efficacious feel. The scientific expertise behind the products is further emphasised with an updated and rebalanced colour palate of blue, silver and white. This trio of colours communicates trust, intelligence, and authority, while icons and sleek holding shapes, also based on molecular form, help organise and clearly communicate the large amount of required information on the pack.
“We wanted to empower the brand to break out of what is expected in the sports nutrition category. In recent years, body image has increasingly become a concern for modern men, so the goal with the design was to make SCI-MX relevant, approachable and applicable to men who want a more muscular and athletic physique,” comments Chris Hart, Creative Director, Bluemarlin Bath.
SCI-MX Brand Marketing Manager Chay Watkins added: “A year ago we focused heavily on research to better understand the SCI-MX consumer and their perceptions of the brand and the competitive-set. A common theme was that the brand could be more representative of its associations with quality, high performance and science. We chose to work with Bluemarlin based on their demonstrable expertise and approach to brand development. Feedback from trade customers and consumers has been unanimously positive. We look forward to the next three years of aggressive growth, in which this brand refresh will play a pivotal role.”
For further information please contact:
Bluemarlin Group Communications Manager, Aimee Rivers
aimee.rivers@bluemarlinbd
2/3 Melbray Mews, 158 Hurlingham Road, Fulham, London SW6 3NS
T: +44 (0)20 7471 6330
www.bluemarlinbd.com
About Bluemarlin
This year marks Bluemarlin’s 20th year in the brand design industry. Through the years, we have evolved from a UK packaging design firm to an International Brand Consultancy with offices in Europe, America, Asia and Australia. This international network gives us the advantage of providing for our clients with a truly global reach, as well as agility and cultural perspective around the clock.
Fuelled by continuous reinvestment in our people and total commitment to producing brave, stimulating creative work, we actively pursue challenges that push the boundaries and deliver game-changing results.
We remain a fiercely independent firm that treasures its freedom and autonomy whilst being committed to ideals, based on entrepreneurialism, curiosity, and adventure. This independence allows us to make decisions for the primary benefit of our core stakeholders: our clients.
Our unique, fully integrated process is structured to deliver creatively engineered solutions that balance profit with planet. Dedicated teams comprised of strategic planners, 2D and 3D designers, production realization managers, supply chain and manufacturing specialists and client services managers are involved in every step of each project we take on; from idea inception through to implementation at point of sale, we
are committed to creating effective design that make a difference in people’s lives and to our clients’ bottom line.

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