Now that Athletes HoneyMilk has moved on over to Core Power, we get asked all the time why we did it, what was the point , and WHO did it. The current issue of Package Design magazine features an article on the transition of Core Power that goes into detail on all of the above. In the words of our fearless leader, CEO Steve Jones–
“(The name) Core Power was relevant to a broader audience of people, so we were shifting the positioning from elite athletes to people who work out, care for their body, want to be healthy and understand that having protein is a part of their workout … Core Power is somewhere between a functional and emotional-benefit-oriented name.”
Read more about Chicago design firm Kaleidoscope Imaging and how we worked with them on the transformation in the Package Design article or view the file here.
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