UR Performance Nutrition
UR The Answer needed a reason for athletes to choose it again. I took on the brand, product line, and store together, launching four products and growing annual revenue by 20%.
- Team
- — Founder-led team with product, creative, athlete, and retail partners
- Industry
- — Consumer Products, Nutrition, E-commerce
Tools & technologies
The Problem
The brand had lost focus, and sales needed a new direction.
The approach
How the work took shape
Choose who the brand was for
I focused the business on functional-fitness athletes. That decision shaped a simpler identity, a clearer voice, and a product family organized around training needs. Packaging and the online store had to explain the same benefits.
Build the range around a routine
I developed products, flavors, ingredients, and packaging for different moments in an athlete's day. Ignite, Recover, Restore, and Bangarang gave the range distinct jobs within one recognizable brand. Four products went from concept to market in 12 months.
Bring the products to the audience
I redesigned the website and product pages, adding reviews and purchase notifications. Beyond the store, I built gym and retail relationships, recruited eight elite athlete influencers, and used events and social content to introduce the range to more people.
The hard parts
The constraint
The brand needed to feel more approachable while keeping athletes' confidence.
The decision
I organized the identity and product story around specific training needs, ingredients, and benefits.
The constraint
The product line, packaging, website, and sales channels all needed to change.
The decision
I sequenced the work around four launches, building distribution and marketing around each release.
Brand and Product System
E-commerce System
The redesigned store connects the performance story with the products and a direct route to purchase.
Product Family
Ignite, Recover, Restore, and Bangarang share an identity while each has a distinct place in the range.
Bangarang Product Story
The packaging story shows the product from the front, ingredient, and nutrition sides.
The outcome
What changed
The result
- ✓Grew annual revenue 20%, from roughly $360K to more than $400K.
- ✓Launched four products in 12 months.
- ✓Expanded sales to roughly 250 gyms and retail partners including GNC.
- ✓Recruited eight elite athlete influencers and grew Instagram from 1K to 7K followers.
Looking back
Choosing an audience made the rest of the work more specific. It influenced the flavors, the packaging, the partnerships, and what the store needed to say.
The rebrand gained substance through the products and distribution. A new identity alone would not have changed the business.
Where I contributed
Product
- Set the audience and range, then developed four products for launch.
Design
- Led the identity, packaging, e-commerce design, and campaign work.
Engineering
- Reworked the store's product and purchase paths, with reviews and purchase notifications.
Related projects
Accenture.com
Service & Interaction Designer
Rethinking a global website around its readers, with shared page patterns and a 2019 Webby honor.
Motif
Design Lead
Helping people turn a photo library into something they could hold. Featured at WWDC 2018; later acquired by Mimeo.
Porsche Innovation
Senior Product Manager / Innovation Lead
Taking car-enthusiast research into 20+ concepts and three candidates for further investment.