Sports Nutrition brand SCI-MX underwent repositioning and a redesign to appeal to an emerging consumer group made up of young males looking to increase their physical strength without bulking up excessively.
The redesign shifts SCI-MX from hard-core bodybuilding to focus on its high quality products made with scientifically proven formulas. The updated logo is strengthened with a molecular symbol and new typography, giving it a more efficacious look and feel. To further emphasise the science behind SCI-MX, its blue, silver and white colour palate was rebalanced. This trio of colours communicates trust, intelligence, and authority, while icons and sleek holding shapes, help organise and clearly communicate the large amount of required information on the pack.