Online food retailer Musclefood has announced a major rebranding to reflect the company’s evolution into a health and wellness retailer.
The Nottingham-based firm has unveiled a revamped identity including a new logo, wordmark and tagline, along with a full packaging roll out, with the aim of making the company more accessible to new customers, while retaining their current customer base that has placed over three million orders since 2015.
The new look will be rolled out gradually over the coming months on new and existing assets, with the retailer’s re-designed website set to go live in the last week of December.
As part of the new look, the company has simplified its wordmark to ‘musclefood’ and introduced a new symbol which will be at the front and centre of the company’s image, making it easier for customers to recognise the brand.
Musclefood is currently perceived as a masculine brand, despite the fact 51% of its customers are female, and it is a perception they are seeking to move away from.
The new strapline “Healthy living for all” represents musclefood’s vision to make a healthy way of life accessible to everyone.
GB athletes are endorsing the rebrand as part of a £2.5m push, including Olympic medallist diver Jack Laugher, fellow GB diver Tonia Couch, swimmers Ben Proud and Chloe Tutton, gymnast Dominick Cunningham, judo’s Nekoda Davis and England cricketer Liam Plunkett.
As part of the rebrand, musclefood have put together a new advisory board – the H.E.L.P Team – made up of clinical nutritionists, dieticians and medical professionals who will work with the company to launch new products, develop new healthy living programs and offer customers the best in health, fitness and nutritional advice.
The re-imagined logo and symbol will feature on products including the new range of Prepped Pots – microwaveable ready prepared meals made with store cupboard ingredients – which have proved to be a success with retailers such as the Musgrave Group.
Darren Beale, founder of musclefood, said of the rebranding: “We no longer want to just appeal to body builders and gym types. Old and young, male and female, families and singles – if you have a fitness or health goal we want to help you achieve it and be accessible to everyone.”