The Brief

Blue Dinosaur wanted to introduce a new range of products that stood out for their high protein content, while still fitting naturally within their existing lineup.

The Challenge

The new range needed to differentiate itself from Blue Dinosaur’s existing products, yet still leverage the brand’s strong visual identity and recognition in market. Striking the right balance between familiarity and freshness was key.

The Solution

We developed a new design system that ensured instant recognition as Blue Dinosaur while clearly signaling a new, protein-focused range.

• Bold, heavy typography was introduced to draw attention, communicate strength, and reinforce the “heavy-weight protein” positioning.
• Ingredient-led imagery was used to make flavour selection intuitive and appealing at shelf.
• A structured composition gave the range cohesion, allowing multiple flavours and pack formats to sit together seamlessly across different applications.

The Result

The new protein range launched in late 2024, adding depth to Blue Dinosaur’s portfolio. The products have performed strongly, with sales driven through direct-to-consumer channels and supported by the brand’s ongoing digital marketing.

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