With so many sports nutrition and supplement brands out there on the shelves, consumers are overwhelmed by the range and bountiful colours and shouting messages from brands desperate to attract a buyer. Unfortunately these brands that try the hardest are the ones that can be perceived as inferior; as though they are compensating their lack of nutritional goodness and effectiveness for out and out visual attraction.

The Champion Fitness International brand creates a balance between information and visual appeal using an old school pop art/70’s theme, the colour and layout of each bottle is designed to make the buyer move the bottle in hand so they can focus on what they are purchasing, as the bottle is moved from start to end the information gets denser, the background lines give a subconscious aid as to the direction of movement, all in all a design that is easy on the eye, informative and trustworthy.