Revitalizing Shakeology

The Challenge

Revitalize Shakeology, a 15-year-old superfood shake, to rejuvenate its market presence and address its outdated image in a competitive category.

The Approach

As the creative lead, I directed a comprehensive rebrand that included:

• Packaging and Logo Redesign: Developed and tested new designs based on consumer feedback, overcoming an eight-year stall and earning accolades in both quantitative and qualitative studies.

• Product Positioning: Redefined Shakeology’s market positioning by creating brand stimulus, participating in focus groups, identifying new consumer segments, and crafting messaging focused on the product’s quality and health benefits.

• Brand Guidelines and Asset Creation: Produced new brand guidelines, and a brand video to highlight the product’s relevance and support the launch of the revamped packaging and formulation.

The Results

The rebrand successfully revitalized Shakeology’s market presence, broadened its appeal, and generated over $2.5 million in incremental revenue in the first month through word of mouth alone.

My role: VP, Creative at BODi

Shakeology Rebrand + Packaging Leads
Packaging Design: JD&Co. Cat Wyatt, Dakyung Lee, Liz Yoon
ECD, Creative Lead: Richard Tassone
Copywriter: Jill Provost
Photographer: Linda Xiao
Food Stylist: Hadas Smirnoff

Brand Video Leads
Concepts + Rebrand: JD&Co. Cat Wyatt, Dakyung Lee, Liz Yoon
Producer: Zach Bidman
Director: Michael Lloyd
DP: Chad Mahadevan
Copywriter: Jill Provost
Editor: Joe Torres
ECD: Richard Tassone
Art Director: Cat Wyatt
Photographer: Aaron Smith