Three black Saf Athletics tubs, red pre-workout, green post-workout and yellow re-load, on one continuous field of line symbols in the same three colours.

Saf Nutrition

A plant-powered identity built to perform.

Project
Saf Athletics
Client
Saf Nutrition
Services
Visual identity, Packaging, Motion
Year
2023
Launched in
IST, LDN

Saf Athletics takes Saf Nutrition into training with three plant-based powders: pre-workout, post-workout and re-load. One grid of line symbols, drawn from what goes into the powders and what they are for, carries the identity from the tub to the street, and the field changes colour with the product state.

A close crop of the Saf Athletics symbol grid: sun, pea pod, molecule, heart, coffee bean, kettlebell, leaves, flame and chevrons drawn as red, green and yellow lines on black.
Three tubs on three colour blocks in order: pre-workout on red, post-workout on green, re-load on yellow.

Red before. Green after. Yellow in between.

Close crop of the pre-workout tub: the red line pattern meets the black label panel beside the saf logo, PLANT BASED, the red PRE-WORKOUT band and POWDER.
Close crop of the post-workout label: PLANT BASED, the green POST-WORKOUT band, POWDER, the ingredient list, three nutrition tags and the net weight.
From the launch film
The symbols animate for stories
Three "saf athletics, be your best" posters in a roadside bus shelter as a car passes.
Application concept

Digital

The landing page carried the campaign line and the three products in their colours.

The Saf Athletics landing page: the line "saf athletics. be your best." above a gym photograph, the three tubs and the headline "%100 bitkisel, %100 athletics."
Instagram story: a black gift box with three Saf Athletics tubs and the words "yeni siyah seri".
Instagram story: a runner in a park holding a green and a red tub, captioned "Plant Based".
Instagram story: tubs on a table before the Istanbul half marathon.
Instagram story: a hand holding the red and green tubs, tagged @safnutrition.co.
Customer stories on Instagram
The three tubs on black between two panels of the red and green pattern.

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