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Bryan patrick Todd · Creative Direction

PRIME PROTEIN · Case Study

PRIME PROTEIN

PRIME PROTEIN campaign

Overview

In early 2026, PRIME entered an entirely new product category with the rollout of PRIME Protein Shakes. Packed with 32g of protein—outperforming the 30g market standard without compromising on taste—the launch introduced three classic flavors: Chocolate, Vanilla, and Cookies 'N Cream. As Executive Creative Director, I led the strategic positioning, package design, talent photoshoots, and creative campaign rollout for this major portfolio addition.

Athlete in training pose
Athlete in a strength training pose

The Challenge

Entering the functional beverage space meant competing against established, performance-heavy brands. The strategic objective was twofold: position the new line so it felt instantly recognizable as part of the PRIME ecosystem, while creating a distinct, high-energy visual identity that set it apart on store shelves. The design needed to clearly communicate superior functional specs (32g protein) alongside rich, indulgent flavor appeal.

Strength training in a dark gym
Strength training in a dark gym

The Approach

I established a hybrid strategy that balanced PRIME’s core minimalist brand structure with vibrant, flavor-forward storytelling:


  • Package & Can Design / Maintained clean, bold brand architecture while introducing dynamic, colorful illustrated cans that signaled taste and indulgence, clearly highlighting the category-leading 32g protein callout.


  • Talent Photoshoot Direction / Art directed and led talent shoots featuring Logan Paul and KSI, capturing high-impact commercial imagery to anchor the national campaign launch.


  • 360° Campaign Execution / Directed CG artists, motion designers, and print specialists to build a comprehensive digital, social media, and Point of Sale (POS) rollout showcasing both product photography and custom 3D motion assets.


Athlete training in a dark studio
Athlete in training pose
Athlete in a strength training pose
Athlete lifting a dumbbell

The Result

The launch successfully established PRIME as a serious contender in the protein category. By combining a bold, flavor-illustrated visual identity with high-octane campaign imagery, the design system balanced functional performance with maximum appetite appeal—delivering a distinctive, standout presence across physical and digital retail channels.

CREDIT
Congo Creative Studio

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