Rello Developing a RTD consumers pick over Slate and category leaders.

Rello is a startup in the RTD protein category, created for consumers who demand clean, high-performance nutrition in a product that also looks the part. With 30 grams of protein, five grams of creatine, and a no-compromise ingredient list, the brand speaks to active consumers who care as much about what’s in the product as how it’s presented. As a challenger with no existing awareness, Rello needed packaging that could immediately convey credibility, stand out on shelf, and compete visually with well-known incumbents.

To earn consumer confidence, the brand required a design system that looked established, not experimental. Our testing-led process identified the concept that best captured attention, communicated functional benefits, and aligned with consumer expectations, leading to a 65% preference over Slate and nearly 60% over Nouri in head-to-head testing. The result was a top-performing pack that validated Rello’s position in the category before a single unit hit retail.