GROOVE SPORTS NUTRITION

Performance nutrition sings with one note—aggressive, intimidating, and obsessed with the gym. But most people just want to stay active.

Groove was built around movement rather than muscle. Energetic and colorful. Serious nutrition that didn't take itself too seriously.

BRAND STRATEGY + CREATIVE DIRECTION + ART DIRECTION + NAMING

The idea of movement shaped everything—from the name and visual identity to the illustration, photography, packaging and voice. Rather than presenting fitness as competition or transformation, Groove celebrated the simple pleasure of staying active.

Groove Sports Nutrition brand identity featuring custom photography and the Groove wordmark.
Groove Sports Nutrition brand identity featuring custom photography and the Groove wordmark.
Groove Sports Nutrition website design extending the colorful brand identity.
Groove Sports Nutrition website design extending the colorful brand identity.
VISIT SITE
VISIT SITE
Groove Sports Nutrition packaging design featuring custom flavor illustration.
Groove Sports Nutrition packaging design featuring custom flavor illustration.
Groove Sports Nutrition packaging design featuring custom flavor illustration.
Groove Sports Nutrition packaging design featuring custom flavor illustration.
Groove Sports Nutrition advertising campaign celebrating movement and staying active.
Groove Sports Nutrition lifestyle photography featuring a woman with a hula hoop.
Groove Sports Nutrition lifestyle photography featuring a woman with a hula hoop.

Design: Richy Lamb

Illustration: Annika McFarlane

Photography & Video: Cathlin McCullough

Web Design & Development: Basilico

Music:Asche & Spencer

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