ESN, or Elite Sports Nutrition, is Germany’s leading sports nutrition brand. Launched in 2005, ESN found that its branding system had lost cohesion as it added new products over time.
Recently, ESN enlisted the help of studio Robot Food to streamline its branding and hierarchy while re-affirming the brand’s “no compromise” and “maximum performance” positioning.
Instead of using a lifestyle approach to attract a broader range of consumers, Robot Foods’ refresh focused on ESN’s core customer demographic of performance-driven males. The new look retains the primary black-and-white color palette. Since ESN’s formulations and flavors remain popular, the goal was to make the brand stand out and be instantly recognizable while showing pride and reclaiming the original black-and-white look.
