Whilst working with Soulmatefood, I helped them to secure their biggest brand partnership with Virgin Active, by creating in depth b2b sales proposals & mock ups. I took all projects from concept to completion, working closely with Virgin Active's marketing team, to deliver collateral that sat within both sets of brand guidelines.
Menu Design / Packaging / Point of Sale / Digital Assets / Ebooks
The launch of Soulmatefood's menu in Virgin Active was a big moment for both brands - it was the beginning of a new concept in health & fitness, bringing a crossover between gym floor & club lounge cafe. I was honoured to be asked to create a unique menu concept. My original idea was to use a mini chopping board with a handle, but it was too difficult to implement.
A simplified version went ahead, I used the the 'clip board' ring binder idea so that the menu was flexible - one page could be reprinted if items changed without reprinting the full menu. Promotions could easily be inserted on new pages, for advertising purposes (eg. new gym classes) or pushing seasonal menu specials.
As part of the menu launch I created POS including table talkers, pull up banners, takeaway bags & more.
Tough Mudder is a series of hardcore obstacle race - mud run events designed to challenge the toughest of the tough. Virgin Active run classes to help members train for the intense event. Soulmatefood were asked to create some relevant nutrition content & tips, which we presented as a micro-site which was pushed out via email to roughly 300,000 members. I designed the page in 24 hours, up against a tight deadline. As well as adding value for the customer, the promotion increased website traffic & increased sales of Perform menus.
I was commissioned to create a full supplement range packaging for Soulmatefood in partnership with Virgin Active. The 'Wellness' range was a female focused product - 'a carefully formulated rainbow of superfoods' vitamin & mineral blends, each with its own health benefits. The look & feel I went with is fun & vibrant - 'feel good' whilst appearing scientific & clean. I also created a mock up of a POS stand for use in the gym.
The 'Perform' range consists of high grade protein blends, for peak performance & physical prowess. Although the ethos of Soulmatefood is food before supplementation, the products were designed to fit in with the Virgin Active nutrition ethos, with the Soulmatefood 'great tasting' twist. The look & feel for these needed to be a more robust than the wellness range, so I went with a more masculine grey. I created icons & the nutrition dials to give them a more scientific feel. Unfortunately the supplements are not yet in production.
An eBook I created from scratch for Soulmatefood in partnership with Virgin Active. As well as the design, I came up with the content ideas & wrote most of the copy. This was a useful sales tool & the 'Beach Body' Plan became Soulmatefood's best selling plan of 2016 as a result of downloads & sales generated from it.
Alongside the main menu design, Virgin Active wanted a unique kids concept. Working with nutritionists, I developed this idea based on Virgin Active's existing 'Kidz Crew' characters. The inventive menu, activity & sticker sheet are designed to be fun yet educational. Providing simple information about the health benefits of ingredients - which we call ‘super-powers’ - such as ‘muscle boost’, ‘healing power’ & ‘strong bones’.
The aim of the activity sheet is for kids to create a meal to'feed' their character ‘superpowers’. Each item used within the menu is separated in the correct food group, with the relevant 'superpower' (nutritional benefit).
The child decides which 'superpowers' to give the hero by choosing a sticker from each food group (Protein, Carbs, Vitamins) & sticking it onto the tummy (shaped like a plate) of the character. The child is educated on the 3 food groups & the benefits of each item they choose.
A fun little project - the perfect way to present a press release with 'bite'! I'm sure it didn't taste all that great, but it went down well regardless at the launch event.