A black Saf plant-based protein tub on a dense green line pattern of weights, kettlebells, hearts and plants.

Saf Athletics

Plant-based performance, carried by a pattern.

Services
Packaging, Motion, Visual identity
Client
Saf Nutrition
Year
2023

Context

Saf Athletics takes Saf Nutrition into training: plant-based protein powders for people who work hard. Each variant takes one colour and one dense line pattern of what goes in and what comes out: plants, weights, hearts, lightning.

The same pattern animates across stories, stands still on the shelf, and runs along the street.

Campaign key visual: an athlete pulling a rope beside the line 'saf athletics, be your best, powered by plants' and three protein tubs in green, yellow and red.
A black Saf tub with a yellow label on a yellow line pattern.
A black Saf tub with a red label on a red line pattern.
Motion for stories
Three 'saf athletics, be your best' posters in a roadside bus shelter as a car passes.
A grid of phone screens showing Saf Athletics social posts and product photography.

Full case study in progress. Additional material to follow.

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