The challenge
We helped NamedSport optimize its brand identity by evolving its packaging system and portfolio architecture, making it easier for an increasingly discerning and independent audience to navigate its extensive product range on the shelf.
At the same time, thanks to our strategic research, we defined a new positioning for the brand, laying the foundation to communicate its uniqueness.
For informed athletes
The strategic research phase, which included one-on-one interviews, revealed a hyper-segmented universe of athletes and their relationship with dedicated dietary supplements. An audience increasingly aware of the importance of sports for physical and mental well-being, who fully understands the need to combine exercise with targeted nutritional supplementation.
Building on this research, we developed a new Unique Value Proposition and brand positioning centered around a holistic approach to sports nutrition: introducing NamedSport, supplements for Conscious Sport.
NAMEDSPORT CHOOSES TO SPEAK TO THOSE WHO APPROACH PHYSICAL ACTIVITY WITH DEEP AWARENESS.
CONSCIOUS SPORT IS THE ANSWER FOR A NEW GENERATION OF ATHLETES DEMANDING TRANSPARENCY AND SAFE, EFFECTIVE SOLUTIONS—DESIGNED TO HARMONIZE THE PURSUIT OF PERFORMANCE GOALS WITH SUSTAINABLE PHYSICAL AND MENTAL WELL-BEING.
The new packaging system
Guided by the mindset of a more “conscious” target audience, we completely redesigned the portfolio architecture, identifying five new clusters: muscle, hydration, wellbeing, diet, and energy. The packaging system was in turn evolved by stripping away all non-essential elements. The result is greater on-shelf visibility, improved readability, and enhanced brand equity.
The core elements that make NamedSport products instantly recognizable have been amplified: the signature orange color and black arrow are now even more prominent across the packaging.
A colored arrowhead has been added to these elements: the footprint of the graphic symbol strengthens brand recognition and facilitates navigation across the 5 product categories. Each category is identified by a specific color that guides the customization of the packaging elements.
The target audience needs, which emerged from the strategic analysis, guided us in defining a new portfolio organization. This structure is no longer based on heterogeneous filtering principles (such as nutrient categories, goals, or formats), but rather on specific sports supplementation objectives.
The new Conscious Sport positioning is also expressed through the on-pack copy and information.
The language on the packaging has been redesigned to be immediate and easily communicate product benefits. Furthermore, the information hierarchy is designed for maximum usability: benefits first, followed by “free-from” claims and consumption guidelines. Finally, a handy infographic on the side of the pack provides instructions on when and how to use the product. In this way, the target audience is guided in choosing and using the product before, during, or after sports activity.
The new Identity
Conscious Sport is also expressed through NamedSport’s new visual identity. Rooted in the dynamic element of the arrow, the redesign first and foremost affects the logo, which sheds its previous square motif to adopt a distinctly sportier character.
This same dynamism extends to all the sports gear dedicated to athletes—such as towels, water bottles, and training accessories—and, ultimately, to all brand communication across major channels.
This same dynamism extends to all the sports gear dedicated to athletes—such as towels, water bottles, and training accessories—and, ultimately, to all brand communication across major channels.
Named Group was established in 2022 through the combination of Specchiasol, Named, Phytogarda, Wellmicro, Farma-Derma, NamedSport, New Penta, and Belgium’s GDI Martera. The group has always stood out for its pharmaceutical approach to natural medicine and phytotherapy. Through NamedSport, Named Group applies its top-tier expertise in sports nutrition to deliver maximum formulation efficacy with premium, carefully selected raw materials.
