Fuelling everyday athletes.
The crew that made it happen
Strategy: Untangld
Photography: Dominic Lasaitis
Code: Astronaut
Motion: Ralph Matthews, Mac Archibald
Big thanks to Sarah, Tomi and Dean for bringing us along for the journey.
A bit of context
Workout Meals is a ready-made meals brand created for everyday athletes—people who care about nutrition but don’t always have time to cook. With a growing customer base and a competitive market, they needed a refreshed identity that could better reflect their energy, purpose, and audience.
The problem to crack
Despite a strong product and loyal following, the brand lacked the visual punch and cohesion to stand out. The challenge was to create an identity that captured the boldness of their meals and their mission—fuelling everyday athletes—without losing the trust of their existing community.
What we did about it
Working from a sharp strategy developed by Untangld, we brought the new brand idea to life across packaging, digital, and comms. The result is a flexible identity system packed with colour, motion, and attitude—designed to energise the everyday athlete and fuel growth across every touchpoint.
“Twist expertly delivered against the strategic brief, bringing the brand to life in an imaginative and innovative. Their attention to detail, creative thought and holistic view made them the perfect collaborative partner, always delivering above and beyond to ensure the brands success in market.”
Sarah Borenstein
Chief Marketing Officer at Kitchen Food Company