Interior & Exterior designing
A digital experience as
dynamic as its borough
Packaging with a visual language takes Legion supplements beyond the bros and into the lives of everyday people
INTRODUCTION
From the start, Legion has aimed to bring something unique to the fitness world: healthy, high-quality supplements based on sound science, sold honestly at a fair price. But you wouldn’t have gathered that from their original brand: all-caps, heavy italics and even some flames and lightning bolts for effect. It was the traditional aggro-branding of the industry, made for workout supplements full of dubious claims and questionable ingredients.
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But Legion was different and needed an image that reflected that difference: products 100% backed by scientific research, directed not just to bodybuilders but everyone who prioritizes quality over claims. Traina infused this essence throughout Legion’s complete redesign, creating a direct-to-consumer brand that is clearly different at first glance.
ADVANTAGE
Widening the supplementation market
Our strategy began by giving their masculine-leaning brand a more approachable tone and visual direction that appealed to a broader audience—less hardcore, more healthwise.
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We flipped the script for health supplements: utilizing lower-case type and still keeping subtle elements of Legion’s logo but modernizing its feel toward a friendlier product that could break through to the mass market.
MARKET CONDITIONS
And yes, the craft beer space is getting crowded, just like any bar on Saturday night. Brewers can no longer rely solely on a slick logo or labels, not even novel recipes. Today one can find more flavors of more drinks than any tongue could ever taste. The way to stand out now is to be unique in experience—one that crosses digital, social, merchandising, as well as brick and mortar.
MARKET CONDITIONS
And yes, the craft beer space is getting crowded, just like any bar on Saturday night. Brewers can no longer rely solely on a slick logo or labels, not even novel recipes. Today one can find more flavors of more drinks than any tongue could ever taste. The way to stand out now is to be unique in experience—one that crosses digital, social, merchandising, as well as brick and mortar.
GET PERSONAL
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From the first page load, the Brooklyn site invites self-expression and connection on a personal level—it even takes an interest in you. We developed a custom beer-finding tool to help users discover the ideal beer for their personality. Offbeat questions like “What kind of dog would you be?” make finding your new favorite beer as fun as drinking it, while a custom backend offers room for creative expansion with new questions and new products.
THE LEGIONS SHOW
GO LOCAL SHOW GLOBAL
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Local pride has fueled the craft boom across cities, as people are most proud of the beer that comes from their own backyard. The cultural recognition of Brooklyn gives it a near-universal appeal with the potential to be everyone’s city: the home of unapologetic individuality.
This informs our product pages—each with its own identity, personality and look and feel, but with an underlying visual system tying it together. The backend supports this with ease, as each beer can have its own color palette, custom photography, and even food pairings, recipes and stories from their legendary brewmaster. This is how the local heart of each brew becomes accessible from anywhere in the world.
THE LEGIONS SHOW
"We’re seeing a much lower bounce rate, which was our goal. The website offers a richer experience that keeps users on the site for longer."
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Tim Rozmus, digital marketing manager
CAMPAIGN ACTIVATION
And yes, the craft beer space is getting crowded, just like any bar on Saturday night. Brewers can no longer rely solely on a slick logo or labels, not even novel recipes. Today one can find more flavors of more drinks than any tongue could ever taste. The way to stand out now is to be unique in experience—one that crosses digital, social, merchandising, as well as brick and mortar.
RESULTS
Making gains
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The outcome speaks for itself: Legion quickly realized a huge uptick in new customers and repeat customers alike.The new position, tone, and packaging opened up entirely new markets to this once-niche brand.
35%
35%
YTD year-over-year increase in revenue
YTD year-over-year increase in revenue
60%
Increase in new customers
300k%
Discerning customers have chosen Legion
