Evolve Line Extension

Client

Evolve Plant-Based Protein

Agency

Soulsight

Role

Designer

Background

Plant-based protein powders, bars, and shakes that protect outdoor spaces.

Evolve is a brand of plant-based protein shakes, powders, and bars that also promotes and protects outdoor spaces in a partnership with the National Parks Foundation. After having undergone a full portfolio redesign of existing product offerings, Evolve sought to launch a line extension of Meal Replacement Smoothies that would supplement their existing lineup, with a higher level of protein and more premium, fruit-forward flavors.

Brief

Design packaging for a new Meal Replacement Smoothie offering that is brand resonant yet distinct from Evolve’s core lineup.

With goals to capture new consumers with this line extension, the client needed a pack design that would breakthrough on shelf and feel visually different from base Evolve offerings, while continuing to infuse the Active Outdoors brand positioning and reinforce key Evolve equity elements from the recent rebrand. In essence, the package design needed to feel distinct from core SKUs while retaining brand resonance and fitting seamlessly within the family of Evolve’s plant-based protein offerings. For these reasons, the client was interested in a moderate to high degree of change from their core design.

Existing product assortment

Concepts

Solution

After extensive design exploration, we landed on a solution that leveraged core Evolve equity features by leaning into a unifying brand green across all flavors, incorporating the brand’s arrow icon, and spotlighting the active outdoors setting. Meanwhile, it stands out as distinct from the core lineup by dialing up the nutritional benefits, using color and illustration in a fresh way, and establishing a new logo lockup specific to the Meal Replacement line extension.