Maison Protéine
D2C / Food / Well-being
From vegan protein to challenging the standards of the fitness industry.
From vegan protein to challenging the standards of the fitness industry.
1. CONTEXT
Maison Protéine is a French brand of 100% organic vegan protein. It enters a market where almost every brand speaks the same language: on one side, the predictable aesthetic of “all-natural”; on the other, the serious world of whey protein. To connect with people, the brand chose a Brazilian studio with a distinctive, creative point of view.
Maison Protéine is a French brand of 100% organic vegan protein. It enters a market where almost every brand speaks the same language: on one side, the predictable aesthetic of “all-natural”; on the other, the serious world of whey protein. To connect with people, the brand chose a Brazilian studio with a distinctive, creative point of view.
2. CHALLENGE
The starting question was simple: how can we make vegan protein desirable without compromising its nutritional credibility? The packaging needed to make Maison Protéine stand out in a homogeneous category while speaking to an audience that still associates vegan protein with something restrictive or unappealing.
The starting question was simple: how can we make vegan protein desirable without compromising its nutritional credibility? The packaging needed to make Maison Protéine stand out in a homogeneous category while speaking to an audience that still associates vegan protein with something restrictive or unappealing.
3. SOLUTION
Each flavor became a hand-drawn character, with its own personality and texture inspired by its key ingredient. The names follow the same logic, pairing each flavor with a state of mind (Wild, Extra, Bliss, Bold) that defines each character’s attitude. What brings them all together are the heart-shaped glasses and the central symbol: an M with a heart inside, referencing Maison (house, in French) and the body as the home the brand invites us to care for. Irregular letterforms and a bold color palette complete the playful tone, while a clear information hierarchy keeps each character instantly recognizable, even at small sizes.
Each flavor became a hand-drawn character, with its own personality and texture inspired by its key ingredient. The names follow the same logic, pairing each flavor with a state of mind (Wild, Extra, Bliss, Bold) that defines each character’s attitude. What brings them all together are the heart-shaped glasses and the central symbol: an M with a heart inside, referencing Maison (house, in French) and the body as the home the brand invites us to care for. Irregular letterforms and a bold color palette complete the playful tone, while a clear information hierarchy keeps each character instantly recognizable, even at small sizes.
4. RESULTS
Maison Protéine stands out at first glance, without relying on lengthy claims, reinforcing its approachable and affectionate positioning in an otherwise homogeneous category. The color and character system is cohesive and scalable, ready to accommodate new flavors and products, bringing a touch of color, lightness, and humor from the digital world to the kitchen pantry.
Maison Protéine stands out at first glance, without relying on lengthy claims, reinforcing its approachable and affectionate positioning in an otherwise homogeneous category. The color and character system is cohesive and scalable, ready to accommodate new flavors and products, bringing a touch of color, lightness, and humor from the digital world to the kitchen pantry.
“Together, we were able to turn a vision into something truly unique and special. I’m so happy with the result! The Bolden team brings not only branding expertise, but also limitless imagination and creativity. They’ll bring your vision to life, no matter what it takes!”
“Together, we were able to turn a vision into something truly unique and special. I’m so happy with the result! The Bolden team brings not only branding expertise, but also limitless imagination and creativity. They’ll bring your vision to life, no matter what it takes!”
Antoine, CEO