A nutritional supplement company approached KraftWorks about a plan to launch a premium time-release product and needed a unique brand positioning, visual identity, and packaging to stand out in an already-crowded category. We knew that a sleek, modern look focusing on the unique features of the product would help identify it as a powerful, but premium product - all while differentiating it from the typically loud packaging found in the sports nutrition category.


The base SKU for Performix rolled out a 50% increase over the expected sellthrough. Bolstered by this initial success a full range of Performix products are now stocked nationally at GNC.