Twinlab
CleanSeries Brand System
Scope
Identity / Pack / Digital
Photography
In-house
Creative Direction — Brand Identity — Packaging
Repositioning a commodity supplement into a premium performance brand.
Twinlab repositioned the CleanSeries line to establish a distinct premium offering within the sports nutrition category. The identity system combined minimalist packaging, responsive ecommerce, and motion assets under a single visual framework. This work was the flagship of the full Twinlab consumer rebrand. The photo library was shot on trade — athletes in for product and prints, one marathon multi-location shoot in a single day.
Twinlab was a house of brands serving customers who wanted opposite things, the natural-foods shopper on one side and the hardcore performance athlete on the other, and the old branding let the lines blur together on the shelf. CleanSeries got the clean answer: white space, natural color, nothing to hide.
Logo System
Primary Lockup
Secondary Lockup
Brand Mark
Brand Colors
Citrus
Peach
Ash
Sky
