Early on while leading my own startup, Midwest Muscle, I embarked on crafting a distinctive brand identity. Our inaugural product aims to revolutionize the protein bar market by offering unparalleled efficiency and protein content, directly challenging protein shakes without the hassle of powders and shaker bottles.
In the summer of 2020, my brother—an accomplished food scientist and chemical engineer—and I started work on developing a groundbreaking, patent-pending process for producing the world's first ultra-high-protein bar. With an impressive 41 grams of protein, packed into a mere 200 calories per serving, our product offers consumers a convenient alternative to traditional protein shakes. I sought to craft a brand that not only serves as an incubator for our groundbreaking product but also taps into the deep-rooted attachment people have to Ohio and the broader Midwest region, while simultaneously positioning itself for national recognition in the future.
I meticulously designed a comprehensive brand system encompassing logo, packaging, creative elements, and brand voice. Drawing inspiration from the professionalism of sports branding while capitalizing on the Midwestern affinity for state pride, our brand strikes a balance between local appeal and national aspirations. Early customers have provided overwhelmingly positive feedback on our brand and packaging design as we navigate through our test market phase.
