Does this branding appeal to you? Please be brutally honest.

[NimbleStork]

We’re two female founders in our 30s developing a new protein shot designed for women and are currently arguing over what the brand should actually look like.

Rather than sitting in our own little bubble, we thought Mumsnet might be the best place to get some properly honest opinions…:)
We’ve narrowed it down to a few different design directions and made this survey. It's very quick and genuinely takes about 2 minutes!
Would love to know which one you’d actually pick up and why (and which one you absolutely wouldn’t).

Thank you in advance!

I think you need to first establish who your target market is before you decide on the branding. I weight train and I'm very conscious of my protein intake, interested in science, especially women needs, and I buy protein powders, so could be a potential customer (unless there are artificial sweeteners in it!).

I don't like the yellow or green/blue medical option. The beige gives yoga/pillates vibes. This product could appeal to women who lift, exercise and are interested in nutrients, so think strength and vibrancy.

I totally agree with this, AI generated mood boards from a really generic "Women and health" prompt.

I would prefer to see strong-looking women lifting weights which is likely the group that's going to be interested.

Going solely on the (aptly described) mood boards pictured, my immediate thoughts are

Blue/green- something herbal maybe
Beige- face mask
Yellow- something with fake banana flavouring in.

None of them scream 'useful, reliable and straighforward'. Or even protein shots, tbh.

Honestly at my (grumpy, menopausal) age (which may not be the demographic you're aiming for) I would appreciate plain white packaging with clear black print, describing the contents in clear language. That's what would make it stand out for me.

I agree with this.

If you're going for mid-life women, don't patronise us. White label, black text with clear indication of what the product is (protein shot), what's in it (e.g. 40% protein), why it's original (e.g. specially formulated to support women) and evidence of that originality claim (e.e. 10% leucin scientifically proven to support women's muscle retention).

Is it The Ordinary that had this kind of simple branding approach? I like it. And I actually think it's powerful in a very crowded market.

They’re all horribly old fashioned, is this because the market is women 40+ and you think that’s what appeals? Have you actually used designers, or cobbled this together? If you’re going to do this, then you need a professional branding agency. BTW I’m your target audience and I wouldn’t buy pink washed protein.

The green and blue looks like you may be going down a terrifying medical rabbit hole, I wouldn't touch that. The beige is calming but it doesnt stand out. The yellow has your base principals but it isnt there yet. Agree, we need to see what you are trying to achieve in the branding and right now none of them do that.

This.

It feels like a racket.

Fwiw, I don't like any of the three vibes.

Did you do the branding yourselves or have you got a branding agency? You’re about to enter a very crowded market. Unless your brand really stands out, you don’t stand a chance. You need a USP and something very bold and different. What you’re proposing I very ‘meh’. I think you need to go back to the drawing board and also get a brand agency/consultant to help you.

I filled in the form and having now read the comments I think I misunderstood the form! I thought each of the "mood boards" was your product, just in different packaging! No wonder I was confused by the Uggs 🤣

I buy protein powders etc and am over 40, so your target market. I can tell you that I don't give a shit about what it looks like in my kitchen/fridge. I find the array of powders etc on sale fairly baffling, so nice clear labelling is important to me. I want to know exactly what is and what is does.

And to the people saying what's wrong with just eating steak or eggs, it's almost impossible at my age to get enough protein every day whilst still sticking to the amount of calories I need, unless I eat nothing but meat and eggs every day. I would welcome a protein shot that is tasteless and I could add to my morning porridge.

I like health shots and frequently buy them, but as a fatty, the yellow branding was too health conscious for me with all thin people, who are probably your target market, I know.

Thanks for filling it out and sorry if it wasn't clear that these were just branding direction mood boards: first one is more strong/energetic women, the second more clean and science-led, and the third a bit softer and cosier/beige. Really helpful point on the labelling though, thank you!

We want to make something easy to slot into your normal routine which is convenient and easy to take

Honestly, pay a proper designer. All of these are incredibly dated.

You are the right demographic, so thanks for the feedback! And yes, these are just mood board for the look and feel of the branding. It looks like you would prefer something clean and simple, so perhaps a mix between second and third option

Cosy is not a word I'd use to describe beige.

The last picture makes me thing of lidls

What makes this protein drink different to the ones that are already on the market? What makes it specially formulated for women?

I'm sure you think that this is a cost-effective way of researching your idea, but it's totally stupid. And I say that as a (now-retired) qualitative market researcher, who used to specialise in design and brand development.

You have no idea who the people are who are posting on this thread and answering your questions. You have no idea how close to or far way they are from being your target audience.

All you're going to get is a hodge podge of different responses, and no clear idea as to how to proceed. Or, worse, you'll think you have a clear idea as to how to progress, but it's based on the 'wrong' audience replying to you.

Do your research properly. Which means spending proper money.

1 is too insta - influencer “aesthetic” or style as it used to be
2 is better but a bit odd
3 Ikea.

Very to the point and very, very good advice.

Do either of you as founders have career history in branding, design, product development, marketing etc? You will need to pay for people with expertise at some point in the journey.

I’d want the scientific proof somewhere on the product before I would buy it. Having read extensively about whether our bodies can utilise protein supplements efficiently, I have yet to find conclusive evidence.

Genuine question - what's the point of a protein shot and why would anyone buy one?

I'm trying to eat more protein at the moment as I'm recovering from cancer and I'm vegetarian so I'm just eating loads of nuts. It would never occur to me to buy something that isn't normal food.

I'm also a potential target- lift heavy & always need more protein. But it needs to be vegetarian with no added rubbish. I currently use an organic whey / protein powder.

I'd want to know how many grams of protein or active ingredient- and I don't like having to search hard for that info or I give up.

Agree on deciding on your target market otherwise you will alienate before you start. That beige pic I would scroll past. I'm a scientist, but that one looks like an ad for face stuff / serums etc. I like some of the themes (gym based) of the yellow one, but the yellow is awful. Would be better in any other colour (but not beige).

Speaking as a grumpy menopausal woman, I also appear to be within your demographic. Which particular part of that demographic are you aiming for? Women who are already into health and fitness, exercise a lot, take supplements, carefully watch what they eat and have a considerable disposable income, or the rest of us who are often too tired to put one foot in front of the other and have trouble summoning the enthusiasm for anything?

I think the yellow is too close to the Zoe branding.

I have been using collagen and high protein products for years and to be honest… that all sports stuff seems like trying too hard. I think we all who consume these products know they won’t make us run faster or be more athletic, many of your clients might be women trying to deal with the effects of perimenopause rather than the athletic bunnies with bigger income who may be more tempted to have a facelift or just eep spending hours in the gym.

The yellow is hideous, it reminds me of that Borat film poster where he was wearing a yellow mankini. The blue, possibly not the best selection for edible stuff as it is in our human nature not to eat anything blue as that is the colour of poisonous stuff. The beige is just beige.

Personally, I would put the emphasis on displaying how much protein content loud or shouting about the benefits of the particular kind of collagen.