Upping the game
Accessible, jargon-free packaging that’s scoring in supermarkets
Basic Fit, NXT Level
Brand Strategy / Visual Identity / Packaging
+35%
Sales uplift across all channels
€10 million
Expected brand revenue in 2024
With 1,800 clubs serving 4 million members in 6 countries, Basic Fit’s data-driven, consumer-centric approach has propelled it to become Europe’s biggest value-for-money fitness chain. That’s a big audience to offer an expertly designed range of Sports Nutrition products.
We created the NXT Level brand to reflect Basic Fit’s mission: to make fitness empowering, accessible and inclusive, avoiding jargon and ‘gymtimidation’. Initially sold via vending in clubs and online, the brand entered Dutch supermarkets 2 years ago, turbocharging its growth and ambition.
After a successful trial, NXT Level has full distribution in both Jumbo and Albert Heijn supermarkets, leading to a doubling in net sales value. It’s already achieved higher rotation than established brands, and is about to be listed with Carrefour in France.
We created the brand name NXT Level to signal progress, but the look and feel has always been about making Sports Nutrition accessible and jargon-free, with usage moments and benefits clearly stated on-pack. The latest pay-off: ‘Fuel your everyday victory’ truly sums up this approach.
Product visuals are designed to showcase the great taste that the brand’s nutritionists work hard to perfect, not easy with high protein products.
To support NXT Level’s growth in supermarkets as well as a fast-track innovation program, we recently simplified the packaging layout, then trained the in-house design team in our studio to work with the new system. This has proved so much more effective than brand guidelines alone.
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