At the time when protein powders took the UK by storm, Nutristrength came to us with the initial brief of building a pop up shop at Westfield. However, what was clear from the start was that their initial brief was aimed at the wrong thing, and that they needed a new brand direction to achieve their desired outcomes. Nutristrength was stuck in the gym when they wanted to be on the high street; it was time for a dramatic shift in strategy and branding. So, undeterred by a teeny little budget, Irv teamed up with Paul Boulding to cut through the cluttered protein marketplace
and make this family business famous.