Student Week: Vurve: High-Energy Protein Powder For Women
by Chloe Gordon on 08/27/2021 | 2 Minute Read
The first thing that comes to mind when you think of protein powder is probably a masculine jar with dark colors, masculine fonts, and pops of neon. Well, Luke Meyer, a student at San Diego City College in the Graphic Design program, created a conceptual line of protein powder targeted at the women demographic.
Instead of going in the cliche neutral and soft color palette, he drew inspiration from the energy and resilience of the targeted demographic and created branding and packaging design that truly speaks to the audience. Through these fun colors, playful fonts, and personalized iconography, Thomas made packaging that works for all women, no matter their fitness level or lifestyle.
As a girl, I can confidently say that I would most definitely feel proud to have these products lining the walls of my pantry.
The women’s protein powder market is dominated by brands that are daintily feminine, abounding with neutral colors and soft pastels. In this hypothetical project, Vurve is positioned as an inclusive brand for women from all walks of life, with a bright design that decisively bucks expectations for the category.
The name was created as a play on the word “verve,” which denotes energy, physical strength, and good health. Keeping in step with its name, a bold, passionate brand was created that reflects the energy of Vurve’s offerings and stands out among other products.
Drawing inspiration from the strength and vibrancy of its audience, the fresh colors and punchy typography pull Vurve firmly apart from others in the category, while allowing enough flexibility to clearly differentiate the blends.
Each package has a personalized touch, and custom iconography indicates each individual’s fitness goals, activity, and dietary needs.
Special thanks to Sean Bacon, Bradford Prairie, and Candice Lopez, graphic design professors at San Diego City College.