NeverRegular

SERVICES

Brand Strategy, Brand Identity, Packaging Design,

Stationery, Merchandise, Campaign Imagery

INDUSTRY

Health, Nutrition,

Consumer Goods

LOCATION

Mumbai, India

PROFRSH

PROFRSH is a naturally flavored protein shake that rethinks how you take protein on the go: the bottle holds water, the cap holds powder, twist to release, shake to mix. The founders came to us with that mechanic and one conviction: health should be simple and taste good. We built the brand from the ground up, starting with story and strategy before the full visual identity: packaging across four flavors, stationery, merchandise, art direction and campaign imagery.

Creative Direction

PROFRSH is clean: no sugar, no preservatives, real ingredients. The imagery leans into the ingredients themselves, strawberries, chocolate, cream and coffee shot close enough to feel tactile. Movement runs through the campaign in liquid splashes and motion-blur photography, giving the brand energy and life. Water runs through it too, clear and in motion, reinforcing that the product is made of water. Campaign imagery places the drink in unexpected settings, and the tone throughout stays playful and fun.

Logo System

The wordmark stacks PRO over FRSH in a bold, uppercase geometric sans serif, blunt enough to read large on packaging and instantly at small sizes. The brandmark is a pill-shaped icon with a bold F inside, a compact mark for merchandise and touchpoints where the full wordmark would be too much. Together they give the brand a strong, recognizable shelf presence.

Colors

The colors are energetic and fun, mirroring how the brand wants people to feel about nutrition: playful, easy, part of the daily routine. Each flavor carries its own color system, a primary and secondary tone forming the bottle gradient, supported by a range of shades that carry that flavor's identity across packaging and layouts. Every flavor feels individual while the family stays instantly recognizable.

Typography

The type pairing carries the brand's energy across every format. A heavy, geometric heading font gives the brand its voice at full volume; the body font keeps everything clean and readable. Together they set the tone for a brand that is fresh and bold.

Packaging

Packaging was designed to stand out on shelf. Each of the four flavors, Chocolate, Coffee, Vanilla and Strawberry, carries its own color story from the flavor system, with ingredient photography reinforcing the real-food positioning. A transparent window lets you watch the powder mix with water, making the process interactive. The paper bag, thank-you card and stationery suite follow the same bold, typographic identity.