Role
Creative direction
Project type
Brand identity, logo design, and packaging
Country
United Kingdom
Design agency
IM London
Year
2024
Context
Replete was positioned as a modern nutritional drink for health-conscious consumers seeking a
convenient,
nourishing option before or after physical activity. The brand needed to appeal particularly to women,
balancing wellbeing, taste, and practicality within a crowded health and wellness market.
Challenge
Establish a distinctive and coherent brand identity capable of standing out among functional beverages,
while clearly communicating Replete’s value as both nutritious and enjoyable — without relying on
clinical or performance-led clichés.
Objective
Create a unified brand experience that conveyed care, balance, and quality across all touchpoints,
reinforcing Replete as a trusted, everyday solution for post-workout recovery and mindful nutrition.
Approach
Insight → narrative definition → brand identity system → packaging design → digital presence → brand
rollout
and optimisation.
Deliverables
A cohesive identity system (wordmark + symbol), packaging architecture across formats, and a digital +
social toolkit designed to scale without losing clarity.
Replete is defined by a distinctive wordmark and an expressive logo mark.
The letter R is seamlessly integrated with a heart shape, forming a visual symbol of care, health, and
vitality. Subtle reflective detailing introduces depth and movement, giving the mark a refined,
three-dimensional quality and a sense of light gently interacting with the form—reinforcing a modern,
confident, and dynamic brand presence.
Replete logo sting — fluid colour strokes animate into the Replete mark,
expressing nourishment, care, and energy through calm, organic motion before resolving with clarity
and confidence.
Replete bottled protein drinks — a unified product family designed to
balance nutritional clarity with a premium, contemporary aesthetic across flavours.
Replete snack ball — a compact, high-impact pack design combining bold branding with a tactile, indulgent visual language.
Replete food bars — flavour-led packaging system showcasing
consistency, versatility, and strong shelf presence across the range.
Original flavour illustrations designed for Replete packaging. Labels
shown for reference only.
A clean, confident digital ecosystem that brings Replete’s proposition to
life — intuitive, energising, and built for modern, on-the-go lifestyles.
Mobile-first e-commerce designed for speed and clarity — making
discovery, purchase, and brand engagement effortless on the go.
A flexible social system built around the Replete mark — bold,
recognisable templates designed for consistency, scalability, and instant brand recall across social
channels.
