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Welcome to the MAXI NUTRITION brand identity site.
This high-level guideline will inform how to bring our brand to life and align around our visual standards and core brand principles.
WE WANT
TO INSPIRE PEOPLE
TO REACH THEIR NEXT LEVEL
TOGETHER!
Age: 18–45 years old
Gender: Neutral
Lifestyle: Urban, frequently on the move, curious, disciplined, digitally savvy, trend-conscious, price-conscious, but not
bargain hunters.
Training & fitness profile
Active & versatile: Focus on a healthy balance between strength and endurance instead of extremes (such as bodybuilding); loves to workout together.
Switch between popular sports: Hyrox, CrossFit, social run clubs, cycling classes, reformer Pilates, strength training, etc
Motivation through community and improved performance – get a little better every day, supported by your group
Needs & expectations
of the brand
Basics in the category:
Great taste without compromise
Reliable quality and ingredients
Especially for this core target group:
Innovative supplements to enhance performance
Good macronutrient distribution
Knowledge & education to enhance performance
Inspiration & motivation from the community
CORE TARGET GROUP: SPORTS ENTHUSIASTS
BRAND IDENTITY & VALUES
INNOVATION
We think ahead and have the courage to break new ground.
Reason to believe:
New products are continuously being launched that demonstrate genuine innovative strength—visually, functionally, or in terms of taste.
> Visionary, original, bold, determined, strong
INSPIRATION & OPTIMISM
We motivate, inspire and connect people in the community.
Reason to believe:
Motivational, campaigns & social media content, events, community support
> Optimistic, inspiring, motivating, supportive
Quality & Trust
We are reliable and act with integrity.
Quality is our priority.
Reason to believe:
Certified by Kölner Liste & Informed Sports, Insight into R&D (BTS)
> High quality, reputable, trustworthy
TASTE
We stand for exceptional taste and an inspiring culinary experience.
Reason to believe:
Carefully developed recipes, selected ingredients, and intensive testing.
> Delicious, balanced, well-rounded
MISSION
Our mission describes
what we stand for today and why we exist:
"We develop high-quality, innovative, and delicious products for everyone who has diverse athletic goals and pursues them
with passion.
We rely on our own research and development in Germany, first-class taste experiences, and certified quality.
This allows us to offer fitness enthusiasts the best solutions for performance and a healthy lifestyle."
VISION
Our vision shows
where we want to go:
"Our goal is to become the leading brand for high-quality, innovative, and delicious sports nutrition.
With our innovations, we want to motivate and empower people to reach their next level of performance by helping them stay consistent in the long term."
RAISING THE BAR TOGETHER
PERSONALITY & TONALITY
THIS IS HOW THE BRAND SPEAKS
Inspiring & exciting – we awaken the desire for change
Approachable &
trustworthy
Optimistic & solution-oriented
Competent & credible
Added value is always
the blase
Inspiring & exciting – we awaken the desire for change
Clear & direct
Passionate
Entertaining
THIS IS NOT HOW THE BRAND SPEAKS
Extremely loud or provocative, but also not boring
Unclear or complicated
Cynical or negative
Arbitrary, without
added value
Traditional or ordinary
Childishly playful
Overly euphoric or naive
Arrogant
SOUNDS LIKE
A motivating
team coach
A reliable partner
(We got you)
Someone who knows what they're talking about – and listens
DOES NOT SOUNDS LIKE
An airheaded visionary
with no grounding
A sober bureaucrat
A trend follower
without backbone
VISUAL LANGUAGE PEOPLE
DON`TS
Poses
Static poses
Classic gym poses
Pure posing for the camera
Visual language & composition
Classic, normal image sections
Black and white color
Restless background with many elements
Models
Funky models with very striking, colorful hair colors or striking looks
Unkempt street clothes
Crazy clothes
People who are extremely unhealthy thin or fat
No large, dominant logos from other brands on clothing
Expression
“Beast” mode / aggression
Grimaces
DO`S
Poses
One or more persons in motion, e.g., during Hyrox, CrossFit, running, Pilates, etc.
Showing a community vibe during an exercise
Person taking a break during an exercise
Person consuming or preparing a product
Visual language & composition
Close-ups & mid shots: Focus on the face and expression
Unique angles, unique framing
Capture the surroundings only if it makes sense for the sport
Few elements in the image, use negative space, calm background
Light effects that evoke thoughts of the future
Models
People who look like they belong in their sport
Diversity: Every person no matter the background
For athletic content, athletic outfits with MaxiNutrition logo
Expression
Expressive images with lots of emotion, authentic
Diverse emotions, e.g. strong, determined, confident, present, focused, but also inclusive, welcoming, enjoying the workout
SOCIAL MEDIA – CREATING A COMMUNITY
KPI
Organic Reach
Engagement Rate
View Time
CONTENT GUIDANCE
Main goal of the content: Motivation, in line with the core value of “inspiration & optimism”
Knowledge about training, nutrition, and mindset — easy to understand, practical, suitable for everyday use.
Content must offer clear added value
This depends on the respective format and can be clearly assigned to a specific purpose, e.g., entertainment, knowledge transfer, or inspiration.
Each video starts with a clear, attention-grabbing hook
(e.g., text teaser, visual element, or concise statement) that specifically creates a scroll-stop moment.
Varying content formats each week to keep attention high
POSSIBLE CONTENT FORMATS
Challenges with the Brandfaces
Recipe videos
Current trends*
Comedy videos
Talking head videos (person speaking to the camera)
Tips & tricks for training
Insights into R&D
*trends may be picked up and implemented. However, they should only serve as a supplementary element and should not form the basis of the content.
COMMUNITY DEVELOPMENT & MANAGEMENT
We communicate on equal terms and address our community directly
We use terms such as “we“, and “together” to convey a strong sense of community
Our content conveys
the feeling of growing together, motivating each other, and overcoming challenges as a team.
The community is actively involved and seen as part of the brand
Regular posting of interactive content (e.g., polls, questions, reaction stickers)
Daily, approachable, individual responses to messages, comments, and reactions
Use of the following defined, brand-compliant emojis to support
the tone:
COMMUNITY DEVELOPMENT & MANAGEMENT
Connection with lasting brand faces to connect consumers with the brand and ensure identification. (E.g., 3-5 people)
The brand faces serve as role models for different needs, life situations, and moments of use within the target group. Therefore, brand faces should be chosen to portray the variety of sports enthusiasts and their goals. This allows as many people as possible to identify with the people portrayed and their stories and follow their journey with the brand and their sports goals.
The regular use of Brand Faces creates recognition, a common thread in the content, and a stronger emotional connection to the faces and thus to the brand.
To create a varied yet consistent social media presence, we rely on a mix of product images and video content with recurring Brand Faces.
Brand faces are not the same as influencers. Influencers focus on reach in order to attract new people to the brand. Brand faces charge emotion.
THE LOGO
Primary Logo
The Primary Logo is the main identifier of the brand. It consists of the wordmark „MAXI“ and the subtitle „NUTRITION“. This version must be used in all standard applications to ensure maximum
brand recognition.
vertical spacing
The height of the letter "T" from the word "NUTRITION" is used analogously to determine the exact vertical distance between the primary wordmark "MAXI"
and the subtitle.
Proportions and Spacing
The "X" serve as the unit of measurement for the clear space. This unit defines the minimum distance from other graphic elements or page margins to ensure
maximum impact.
Logo Construction
and Geometry
The „Maxi Nutrition“ logo is based on a rigorous graphic grid that balances dynamism with stability.
Slant Angle and Dynamism
The entire logo is designed at a specific 78° angle. This gives the brand a sporty, forward-moving character.
Application
This version of the logo is designated for use on products, as well as all advertising media and marketing materials within
the global market.
Small-Use Logo
(Minimum Size)
For applications where space
is limited (e.g., small packaging areas, social media icons, or promotional items), a Small-Use version is required.
Optimization: In this version, the subtitle „NUTRITION“ may be omitted or the stroke weights adjusted to ensure legibility at
small scales.
Minimum Dimensions:
Print Minimum width of 15 mm.
Digital Minimum width of 60 px.
15mm
60mm
Maxi Nutrition Black Logo
Whenever possible, use the black logo on light backgrounds or light imagery. On colored backgrounds derived from packaging, always use the black logo to ensure consistency and legibility.
Over white
Over dark Imagery
Over PACKAGING colors
Maxi Nutrition WHITE Logo
The white logo may be used on dark and black backgrounds, as well as on dark imagery and surfaces, to ensure optimal contrast
and legibility.
Over white
Over dark Imagery
Over dark colors
Tone-on-tone
Tone-on-tone applications may only be used if they create a premium effect or when the logo is executed with a special finish (e.g. varnish).
DON`TS
GRADIENT
Distort
MISCOLOR
ARCH
DISASSEMBLE
OUTLINE
DROPSHADOW
BLUR
ROTATE
3d effects
COLORED STAR
SEPARATION
Star Element
Within the letter “a” of the Maxi Logo, a distinctive star shape is formed. This star is defined as the Ignition Point and represents energy, activation, and the core spirit of the brand.
The Ignition Point can be extracted and used independently from the logo as a flexible graphic asset. It is suitable for applications such as favicons, icons, or as a supporting design element that enhances layouts and brand communication.
IGNITION POINT
TYPOGRAPHY
Typography is a key element of a sports nutrition brand’s visual identity. It shapes how the brand is perceived and helps communicate values such as performance, energy, strength, and trust. A clearly defined typographic system ensures consistency and readability
across all touchpoints.
TYPEFACE
Prompt
(Title/Headings) - AA
ExtraBold Italic Outline
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
0 1 2 3 4 5 6 7 8 9
(Title/Headings) - AA
ExtraBold Italic
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
0 1 2 3 4 5 6 7 8 9
(Highlights for Body/Text) - Aa
Medium
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
0 1 2 3 4 5 6 7 8 9
(Body/Text) - Aa
Light
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
0 1 2 3 4 5 6 7 8 9
SPACING
Spacing is an essential part of our visual design system. Consistent use of spacing creates clarity, structure, and balance across all brand applications — from digital platforms to print materials. Well-defined spacing improves readability, highlights important content, and ensures a clean and professional appearance.
Letter Spacing +100 (+100 to +200 depending on composition and readability). Word spacing is set to 0 with no additional spacing added between words (e.g. “PROTEIN (0) BAR”)
Line spacing is maintained at approximately 105–110% of the font size for a tight and performance-driven appearance
Scaling example (Font sizes are not mandatory)
Font Size
7 pt
12 pt
20 pt
Line Spacing
7.5 pt
13 pt
21-22 pt
Letter Spacing
+100
+100
+100
COLORS
A defined color system ensures consistency, strengthens brand identity, and improves usability across all products and touchpoints. Clear color guidelines also help teams work more efficiently and create a cohesive visual experience.
MANDATORY TEXT COLORS
DEEP BLACK
HEX: #000405
RGB: 0, 4, 5
CMYK: 50, 30, 30, 100
PANTONE BLACK C
TEXT
WHITE
HEX: #FFFFFF
RGB: 255, 255, 255
CMYK: 0, 0, 0, 0
TEXT
PRIMARY
The primary color palette ranges from deep black to clean white, with a strong focus on balanced grey tones in multiple shades. This monochromatic system creates a refined and consistent visual language that emphasizes the brand’s high-performance and professional character across all touchpoints.
DEEP BLACK
HEX: #000405
RGB: 0, 4, 5
CMYK: 50, 30, 30, 100
PANTONE BLACK C
COOL GRAY 8 C
HEX: #888B8D
RGB: 136, 139, 141
CMYK: 44, 34, 29, 10
PANTONE COOL GRAY 8 C
SOFT BLACK
HEX: #333332
RGB: 51, 51, 50
CMYK: 0, 0, 0, 93
COOL GRAY 4 C
HEX: #BABCBC
RGB: 186, 188, 188
CMYK: 28, 20, 21, 6
PANTONE COOL GRAY 4 C
WHITE
HEX: #FFFFFF
RGB: 255, 255, 255
CMYK: 0, 0, 0, 0
SECONDARY
The secondary colors are used as supporting accents within selected design elements and visual applications. They are not intended for typography usage, but rather to enhance compositions, product differentiation, and lifestyle-focused communication while strengthening overall brand recognition.
675 C
HEX: #AE2573
RGB: 174, 37, 115
CMYK: 17, 98, 1, 7
PANTONE 675 C
3262 C
HEX: #00BFB3
RGB: 0, 191, 179
CMYK: 100, 0, 6, 25
PANTONE 3262 C
ORANGE 021 C
HEX: #FE5000
RGB: 254, 80, 0
CMYK: 0, 69, 100, 0
PANTONE ORANGE 021 C
PACKAGING
The packaging system is designed around a unified visual approach, where individual product ranges are primarily differentiated through color. This creates a confident and consistent brand presence while allowing the portfolio to feel both familiar and diverse for the end consumer. The result is a cohesive appearance that strengthens recognition across the entire product range.
BACK-OF-PACK TYPEFACE
A different typeface is used for the back-of-pack information to ensure optimal readability and clear distinction from the front-facing branding elements.
PERFORMANCE BARS
Performance product visuals reflect athleticism, precision, and professionalism. Instead of relying on loud or overly vibrant colors, the palette is carefully selected to communicate the functional character of the nutrients and ingredients. This creates a clean and focused appearance aligned with a performance-driven purpose.
PROTEIN BARS
HEX: #8DB9CA
RGB: 141, 185, 202
CMYK: 44, 10, 6, 0
PANTONE 550 C
HIGH PROTEIN BARS
HEX: #489FDF
RGB: 72, 159, 223
CMYK: 67, 21, 0, 0
PANTONE 2171 C
CREATINE BARS
HEX: #BBBCBC
RGB: 187, 188, 188
CMYK: 24, 17, 15, 0
PANTONE COOL GRAY 4 C
LIFESTYLE BARS
Lifestyle product visuals use bold and vibrant colors to represent different flavors and product experiences. Strong contrasts and distinctive color combinations create a high level of recognition while adding an expressive and eye-catching character that sparks curiosity.
CREAMY CORE BARS
HEX: #AE2573
RGB: 174, 37, 115
CMYK: 17, 98, 1, 7
PANTONE 675 C
WAFER BARS
HEX: #FE5000
RGB: 254, 80, 0
CMYK: 0, 69, 100, 0
PANTONE ORANGE 021 C
SOFT BARS
HEX: #00BFB3
RGB: 0, 191, 179
CMYK: 100, 0, 6, 25
PANTONE 3262 C
NUT BARS
HEX: #987443
RGB: 152, 116, 67
CMYK: 21, 52, 78, 30
PANTONE 7574 C
THE 78° ANGLE COLOR GRADATION
The design on the protein bar is divided using a color gradient. The darker section is approximately 8–9% darker than the main category color. The exact percentage varies depending on the product type.
8-9%
POWDER TINS
Different contrast colors are used across the powder variants to highlight the broad product portfolio and create clear differentiation between flavors. The color system helps integrate each flavor into the packaging design, making the range easy to navigate while strengthening product recognition and shelf impact.
WHEY PROTEIN
HEX: #E45DBF
RGB: 228, 93, 191
CMYK: 11, 70, 0, 0
PANTONE 238 C
CREAMY PROTEIN SHAKE
HEX: #F65275
RGB: 246, 82, 117
CMYK: 0, 79, 31, 0
PANTONE 184 C
CLEAR WHEY PROTEIN
HEX: #59CBE8
RGB: 89, 203, 232
CMYK: 55, 0, 1, 0
PANTONE 305 C
CLEAR PROTEIN
HEX: #80E0A7
RGB: 128, 224, 167
CMYK: 42, 0, 44, 0
PANTONE 353 C
WHEY PROTEIN MATCHA
HEX: #86AD3F
RGB: 134, 173, 63
CMYK: 48, 2, 88, 9
PANTONE 4212 C
PROTEIN SHAKE
HEX: #009F4D
RGB: 0, 159, 77
CMYK: 91, 0, 93, 0
PANTONE 7482 C
PROTEIN SHAKE
CLASSIC COFFEE
HEX: #009F4D
RGB: 0, 159, 77
CMYK: 91, 0, 93, 0
PANTONE 7482 C
WHEY PROTEIN COFFEE
HEX: #A47449
RGB: 164, 116, 73
CMYK: 13, 45, 68, 25
PANTONE 2318 C
CREAMY PROTEIN COFFEE
HEX: #CDA177
RGB: 205, 161, 119
CMYK: 10, 32, 49, 6
PANTONE 728 C
WHEY PROTEIN ISOLATE
HEX: #FFA400
RGB: 255, 164, 0
CMYK: 0, 36, 100, 0
PANTONE 137 C
SPREAD JARS
All spread jars use soft, premium-looking colors to communicate quality and create a consistent appearance across all varieties.
HEX: #ACA1A4
RGB: 172, 161, 164
CMYK: 33, 36, 28, 12
PANTONE 436 C
HEX: #C2B9BC
RGB: 194, 185, 188
CMYK: 26, 27, 22, 6
PANTONE 435 C
PRODUCT MOCKUPS
All product images can be downloaded as both packshots and PDP images.
COMMUNICATION
The packaging system is designed around a unified visual approach, where individual product ranges are primarily differentiated through color. This creates a confident and consistent brand presence while allowing the portfolio to feel both familiar and diverse for the end consumer. The result is a cohesive appearance that strengthens recognition across the entire product range.
MERCHANDISING
A different typeface is used for the back-of-pack information to ensure optimal readability and clear distinction from the front-facing branding elements.
OUT-OF-HOME CAMPAIGNING
A different typeface is used for the back-of-pack information to ensure optimal readability and clear distinction from the front-facing branding elements.
DO`S
DONT`S