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Entering a crowded category and standing out.

Victory Labs is an Australian sports supplement company. They needed our help to get their skin in the game and actively jostle with major competitors to pump up their market share.

victory labs supplement packaging design
victory labs branding

The Results

Victory Labs’ bold new brand saw a stand out lift of 43% and brand preference increase to a 19% market share in simulated testing. It was also named Best Sports Nutrition Brand in Australia. Victory by name, victory by nature.

23%

Market share taken from competitors in Australia.

19%

Lift in brand preference over competitors.

The Brief

Make serious inroads into a competitive market.

Victory Labs is an Australian supplement brand, but it seemed that Australians preferred major US players. We were tasked with harnessing the feel of a big US brand, while offering a modern take on the category to stand out from the crowd and fly off the shelves.

The Challenge

How can your brand stand out in a competitive consumer category?

When competition is fierce, you have to fight for your spot. The sports supplement market has low barriers to entry and consumers have little brand loyalty. The result? A category which requires a strong brand that pulls its weight.

Upon realizing that CrossFit made great strides with a modern brand, we positioned Victory Labs as a bold new way of taking sports supplements. This would attract new consumers, and turn the heads of existing ones.

victory labs package design company

What We Did

The Process

Brand Strategy

Fitness giants, CrossFit, stood out in a crowded category by offering a radical new approach to working out. We realized the same strategy would help Victory Labs, positioning them as a new way of taking sports supplements. This would grab people’s attention.

Packaging Design

From the outset, we added a large block of bright yellow to Victory Labs’ packaging. This acts like a beacon and draws the eye. Messaging usually reserved for the back was placed on the front, emphasizing the modern approach to supplements.

Consumer Testing

To see if our branding walked the walk, we pitted it against competitors, iterating our designs until we’d optimized visibility and increased share of attention. This resulted in a stand out lift of 43% and a 19% increase in brand preference compared to major brands.

No other agency has been able to deliver in market results like SmashBrand, period.

Steven Hines
Victory Labs
victory labs logo designer