The athletic recovery category is saturated with products relying on vague wellness language and lifestyle positioning. For serious athletes, ambiguity signals low efficacy and kills trust. Muscle Rehab had seconds to communicate what the product does, who it’s for, and why it works.
If the benefit wasn’t obvious immediately, the sale was lost.
Packaging hierarchy was engineered to communicate efficacy in under three seconds, reducing hesitation at shelf. Prioritizing primary benefits over secondary information shifted the decision from comparison to confidence.
We locked a single positioning standard before execution: fast, effective recovery for people who train hard. Messaging, identity, and packaging were built as one system and engineered for 3-second comprehension at shelf and online.
Visual hierarchy, typography, and language emphasized performance and clarity—reducing hesitation and increasing confidence at the moment of decision.
Performance-led messaging and packaging clarity made the product easier to choose at shelf and online. Clear benefit communication reduced hesitation and increased confidence at the moment of purchase.
Post-launch performance showed a +40–50% lift in conversion rate and a +30%+ increase in repeat purchases, contributing to more than $700,000 in cumulative profit without reliance on aggressive discounting.
The clarity-first system translated directly into measurable sales performance.
Brand identity, positioning, and packaging for Cafe Diario — built for instant shelf comprehension and buyer confidence.
See how we built Cafe Diario’s brand identity, positioning, and packaging for instant shelf credibility.
