Our insight told us that Predator Nutrition's existing and potential audience is a broad church — from fitness first-timers to experienced athletes. But one thing unites them: a desire to be their ultimate selves, no matter what step of the journey they’re on.

This common, unifying thread inspired our approach, where we’d aim at a mindset more than a market. After all, being your very best applies to all ages, all backgrounds and any experience level.

Our job was to keep this serious and inspirational message at the heart of the brand while making it more accessible for a modern audience.

Before we got creative, we laid the brand’s foundations. We gave Predator a Ruler brand archetype, which inspired a brand look-and-feel based on science-backed authority and inspirational messaging. 

This was followed by a mission (‘To power potential’), a vision (‘To push every body to a new personal best’) and a value proposition (‘To make you better than you were yesterday’). This is inclusive yet aspirational language that talks to everyone no matter how fit — or not — they might be.

A brand isn’t just a logo — but a good logo does set the brand tone. We presented Predator with a few options, from the boldly minimal to the nostalgically retro.

We thought they all had merit, but in the end, our logo typified the strategic insight behind the work: serious yet inclusive. The four-claw icon of course references the Predator name and ethos — a desire to unleash your inner animal. But its rounded, simple design shows off our more accessible approach

From brand foundations to colour palettes, logos to tone of voice, we’ve armed Predator with a beast of a brand. One that looks bright, sounds bold and speaks to those who are serious about being their ultimate selves. 

At the same time, we’ve moved the brand away from its old-school look so that it feels more mature and more relevant to more people — all without losing its hardcore spirit that gave the brand its name to start with.