According to the agency, the aim was to shift the brand's positioning from promoting sports performance, to becoming the "beacon brand for physique development". Blue Marlin created a new slogan, You at your best, and the pack incorporates a molecular symbol and new typography. Blue Marlin also updated and rebalanced the colour palette of blue, silver and white
Chris Hart, creative director at Blue Marlin Bath, said: "We wanted to empower the brand to break out of what is expected in the sports nutrition category. In recent years, body image has increasingly become a concern for modern men, so the goal with the design was to make SCI-MX relevant, approachable and applicable to men who want a more muscular and athletic physique."
SCI-MX brand marketing manager Chay Watkins added: "A year ago we focused heavily on research to better understand the SCI-MX consumer and their perceptions of the brand and the competitive-set. A common theme was that the brand could be more representative of its associations with quality, high performance and science. We chose to work with Blue Marlin based on their demonstrable expertise and approach to brand development."
