UP2U Nutrition

A protein brand launch for endurance athletes


The owners of Siggi's, Stonyfield, and President cheese used their extensive knowledge of dairy protein to bring their own clean, performance protein to the market. They call it UP2U. When they first reached out, they had an amazing product, but felt they could better tell the story. I assembled a creative team to help them develop a brand worthy of their product.


AD: Andrew Brynjulson

CD: Andrew Osborn

PM: Katlyn Daoust

PM: Kevin Fuller

Photo: Kickturn Studio

Video: Kickturn Studio


Identity Design

Brand Strategy








The problem initially was that their brand lacked focus and meaning. So, rather than trying to exist for everyone, we helped them speak initially to a more specific audience that truly cared about recovery: endurance athletes.

Male runner drinking from a sports drink bottle
Image of a sports drink sitting on a rock next to an image of a cyclist riding on a highway in front of cornfield

UP2U came to us on the verge of launching their brand with an existing identity and packaging system that wasn't up to standard. We pushed through a rapid redesign of everything from the logo, to packaging, to marketing materials. The result was a cohesive and impactful visual system that worked with the strategy.

Before and after logo
Bottle design before and after.
Final packaging design for sports drink bottle and bag of protein powder
Protein powder bag sitting on the ground

In the world of direct-to-consumer marketing, we knew it was important for the brand to have a strong perspective on content. We worked with Kickturn Studio to capture photo and video to serve as the foundation of marketing efforts.

Female cyclist next to image of hand holding sports drink bottle
A tired athlete laying on the turf next to an image of a male runner running on a trial covered in leaves
Hand unscrewing top on sports drink next to a tired female runner
Sports drink bottle setting on a running track next to a scoop of protein powder

On an ongoing basis, we worked with the client to develop consistently produce engaging content that balanced inspiration and education.

Sample instagram imagery with athlete photos, product photos and nutritional information
Female cyclist with UP2U logo

Recover today. Tomorrow is waiting.