Introduction: A dairy performance product for an active lifestyle; suitable for daily consumption and post-workout.

Focus: Continuity of daily performance and post-exercise lifestyle.

Discovery: Audience perception research (online questionnaire + social listening) to identify purchase barriers (taste, heaviness, accessibility) and consumption situations.

Strategy: Message development based on the Keller CBBE model; proving functionality linked to a lifestyle claim of “light but filling.”

Visual identity: Themes of “movement” and “balance”; fast pace, short cuts, minimalist typography (protein/fitness style); product close-ups, minimal layouts with CTA.