MaxiNutrition rebrand

This case study demonstrates how a rebranding of sports nutrition brand Maximuscle in the UK achieved sales growth by stretching the product into broader markets.

MaxiNutrition rebrand

Cowan

Executive summary

The redesign of Maximuscle was a challenging proposition. Here an established market leader was able to deliver significant sales increases whilst making considerable changes to its packaging as well as its brand name. This was achieved in the face of both increasing competition and price compression. Crucial to this success was the partnership between Cowan and the internal GSK Nutritional design team. Beyond ensuring tighter design development the partnership also led to further effectiveness through reduced client costings and streamlined timings. Such a design change was a risk for the brand and the working relationship...

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