CASE STUDY
Brand & Supplement design
HOW WE HELPED FIT FATHER PROJECT REALIZE THEIR DREAM
SCOPE OF THE PROJECT
Brand strategy
R&D
Formulation
Flavor system
Packaging
CLIENT
FitFather Project
WEBSITE
FIT FATHER PROJECT
FITNESS | FAMILY |FAITH
The Fit Father Project is the leading health website for busy men over 40 who want to lose weight, build muscle, and stay healthy for their families.
Built by the man they call “MR Results,” Anthony Balduzzi is A Naturopathic Medicine Doctor. Creator of Fit Father project Anthony has dedicated 10+ years, helping over 35,000 busy fathers be there for their families.
Driven by the passing of his father, Anthony made two promises to himself.
One: He would learn how to stay strong and healthy to take care of my mom and little brother – no matter what challenges life would throw at him in the future.
Two: That he would figure out how to keep other Dads healthy– so other little boys and girls don’t have to grow up without their Dads.
This is how the Fit Father Project was born and is about so much more than diets and workouts; it’s about discovering your deep motivation to get and stay healthy.
Fit Father Projects dream has been to create a supplement brand that could be in their customers home.
After hearing this story, and meeting “MR Results” himself, Fit Father Project was a project we wanted to pursue.
Our mission? Help Fit Father Project create products that truly benefit the customer, increase brand recognition in-home, and increase sales providing a new stream of revenue.
Our approach needed to be comprehensive and cohesive, impacting customer touchpoints from ingredients to in-home experience and everything in between.
CHALLENGE
Help the Fit Father Project bring their dream to life by creating products that can be clinically effective for men 40 and up.
OUTCOME
Pureformance Nutrition helped Fit Father Project focus their brand and product strategy. We created a few core product their customers could use to help them reach their goals quicker and maintain their results over time. This lead to a better overall customer experince and compeleted the dream of having the brand in the home.
DEVELOPING STRATEGY
Owner Trent Jackson, Sat down with CEO Anthony Balduzzi, to craft a product strategy for their upcoming supplement brand. Based on Anthony’s needs and goals, we used our discovery process to identify the proper approach, this information became the supplement brand’s foundation.
THE USER
Fit Father Project is a community of busy fathers whose goals are to be healthy for their families. To understand the needs of these customers, we created a unique user profile. This helps us paint a clear picture of their needs and wants.
Fit Father User
Men
Forty & Up
Busy
Improve health
Average Joe
DEFINING THE PRODUCT
Through a series of exercises in the strategy session, we were able to extract and refine the product’s key pillars. This defined the product personality: How it should look, taste, feel, and function. These product attributes help us stay on task and complete the goal.
Product Attributes
Effective
Natural
Clinical
Performance
Bold
CREATING THE PRODUCTS
Now that we understand the brand essence and the customer’s needs, we can develop a product line that addresses our customer’s problems, resulting in better solutions. We can use this information in every step of our design process, from product ideas to flavor systems, and packaging. We take everything we have learned from our discovery sessions to build a product that resonates with our client’s customers.
Bottle Design
Following our product attributes, we knew we wanted something that was a mix between sporty and clinical. Anthony Balduzzi is a young yet sophisticated individual. We wanted a design that really reflected his personality and was something a man 40&up would love to have in his home. The concept idea came from the question: What would a supplement brand look like in a modern Dr office? We wanted to use bold, manly, premium, proper hierarchies of information, and some subtle color to show differentiation of the products within the product line itself, keeping the brand cohesive yet separate.
CONCLUSION
Overall we really enjoyed creating the foundations of Fit Fathers Supplement Brand. We really went for quality that could separate their products from anything else on the market. If you are interested in learning more about the formulations check below.
THE FIT FATHER PROJECT PRODUCT LINE
SUPER FUEL VEGAN/WHEY
All in one protein. Pureformance Nutrition’s goal was to design a protein that Fit Father customers could use every morning to get their protein intake and superfoods. Fit Father projects have plans for customers to consume protein as a morning shake.
Knowing this, the goal was simply an “All in one protein” in base flavors that could be drank in water or made into a shake. We knew it had to be a great source of morning nutrients, and have a well-balanced taste that’s suitable for men.
TEST BOOSTER RX
Natural Testosterone Support. Pureformance Nutrition’s goal was to design an all-natural test booster in capsule form. A product that could help Fit Father users enhance muscle growth, improve energy & libido, and promote steady fat loss while staying in the user’s competitive price range.
We knew we wanted it to be premium, effective, and natural. Something convenient to be taken every day. This lead to Test Booster RX.
IMMUNE BOOSTER RX
Natural Immune Support. Pureformance Nutrition’s goal was to design an all-natural immune booster. With the impact of Covid-19, our purpose for this project was: produce an all natural immune support that could aid their customers during this crisis and protect their immune system in the future. We wanted to improve immune response while playing some defense and provide the proper immune function.
The goal was to continue the RX line and provided a premium and effective natural product. We knew Vitamin C would not be enough, which lead to a more systematic approach to our formulation design.
