Applied Nutrition ABE Brand Work
ABE energy drinks and Applied Nutrition’s entire US supplement line — a bold new look for one of the UK’s biggest sports nutrition brands, now on shelf at Walmart and The Vitamin Shoppe.
The brief
Applied Nutrition is one of the UK’s biggest sports nutrition brands. When it decided to enter the US, it didn’t want to bring its UK packaging over unchanged — it wanted a bold new approach American shoppers couldn’t resist.
The work covered ABE energy drinks and the entire US supplement line, and every pack had to hold its own in big-box retail and specialty stores alike.
Our approach
We pushed the range louder and more confident for US shelves: saturated color, big type and flavor cues that read from across the aisle. Each product keeps a clear identity of its own, while one Applied Nutrition system ties the full line together.
For co-branded flavors with names US shoppers already know, like Tang and Chiquita, we let the partner brand lead the flavor story while Applied Nutrition’s structure keeps every pack unmistakably theirs.
What we delivered
- ABE energy drink packaging
- Packaging for the entire US supplement line
- Co-branded flavor packaging with Tang and Chiquita
- A packaging system that scales across the range
Why it works
Entering a new country means competing for attention with no shelf history. A bold, unified system gave Applied Nutrition instant presence in the US — and the line is now on shelf at Walmart and The Vitamin Shoppe.
