Built

BUILT had already built a loyal DTC following through its indulgent, protein-packed bars and marshmallow-like Puffs. As the brand expanded into retail, it needed a stronger packaging system capable of breaking through the crowded sports nutrition aisle, differentiating product lines, and translating its cult online appeal into broader shelf impact and mainstream recognition.

The opportunity centered around repositioning BUILT as more than a traditional performance brand. Rather than leaning into category clichés, the refreshed identity embraced appetite appeal, energy, and everyday indulgence while maintaining clarity around functionality and protein benefits. A redesigned wordmark, improved portfolio architecture, and more craveable packaging system helped distinguish the Puff and Bar lines while creating stronger recognition across the growing portfolio.

The result was a retail-ready identity that dramatically improved shelf presence, unlocked new distribution opportunities, and strengthened consumer engagement. Within six months of launch, retail velocity increased more than 100% per point of distribution, contributing to a tripling of retail sales. The rebrand was later recognized with the Grand Prize at the 2025 Designalytics Design Effectiveness Awards for its measurable business impact.