Case Study: Musashi – Introducing new products and services

Musashi produce body-building vitamin and energy supplements, drinks, powders and food bars for an international athletic market

 

 

Situation

Two new supplement ranges were introduced, each requiring packaging, advertising and a fully coordinated launch campaign.

Approach

The White Label range was designed for distribution through supermarkets for everyday use by ordinary Australians as an adjunct to their fitness regimes. Packaging reflects the clean, simple, pure positioning of the brand, with shelf appeal for fitness freaks and busy shoppers. The light footprint and bright colour coding provide a distinctive shelf presence.

For health-food store, fitness centre and gymnasium distribution only, Musashi’s Black Label range is well known amongst elite athletes for its level of concentrated ingredients. The wider market consists of upper level athletes and people with an active interest in their physical performance.

Packaging was designed with deep, rich colours and subtle gloss varnishing effects were used to reflect the premium positioning of the brand.

Outcome

Launch campaigns appeared in health, sports and women’s magazines. The campaign strategy positioned the red circle from the Musashi logo as the “perfect shape” and used individual products to reinforce the health message.

Musashi Perfect Shape girls were so popular with fans and football teams that ads were distributed as posters.

Brand Identity, Packaging for energy drink

E-Shot is a caffeinated energy drink containing amino acids and vitamins, intended as an instant boost before and during a strenuous workout.