Sur PhytoPerformance

Scope   |   Strategy + Brand Identity + Graphics Library + Launch Video + Digital + Merchandise + Packaging + Product Launch

Opportunity / Problem

Our client had a truly breakthrough, but also complex, phytonutrition supplement for triathletes. There were myriad challenges: bring their first B-to-C product to market, stand out in a crowded space, explain the complicated product science in a simple and meaningful way, and build a long term relationship with serious athletes.

Key Discovery  / Strategy

Instead of approaching the product like a typical supplement, we suggested that it should be viewed as an athletic brand wrapped in the spirit of performance, excellence and drive—qualities already embraced and valued by the target customer.

With the mindset of an athlete imbued into the master brand, we created the visual identity for the first product, matching the same inspiring tone, and composed clear messaging to explain the complex science behind the product.

Response / Results

The new Love & The Machine-created packaging and product campaign launched in July 2017 and on Day 1 had the largest singular day of sales in company history. Additionally, a 90-second online commercial we created has over 45,000 unpromoted views and was featured on Ads of the World.


Brand Book


Package Design



Brand Launch Video

“Our experience working with Love & The Machine to brand our company and new product was exceptional. The quality and professionalism of the work performed went beyond my expectations. All of the L&TM team members involved invested genuinely into us as people and understood our vision as a company.”