MET-Rx unveiled a full packaging refresh and product innovation developed to better attract athletes to its products.
The refresh was done in collaboration with Hatch Design, which has helped develop brand strategies, packaging, collateral and advertising for companies like Vitaminwater, Balance Bar, Apple, Smartwater, Krave Jerkey, Starbucks and others.
MET-RX was previously known for its high protein shakes and bars for body builders. “That positioning, however, wasn’t in tune with changes in fitness culture and neglected the athlete-in-training and elite athlete,” the company said.
“We want to attract the next generation of athletes,” said Kat Karpati, Hatch director of client services. “These are people who are driven by success, for the glory in the eyes of their peers, parents, selves and the crowd. They know that food is critical to fuel their performance.”
