TRIMSPA® X32 Logo Design

[ about ]

The TrimSpa brand dietary supplement for weight loss gained its initial popularity as a product promoted exclusively through traditional direct marketing channels—primarily radio ads, postcards, and remnant media buys in local newspapers. A transition to a competitive nationwide retail sales brand necessitated a rebranding effort, which began with the introduction of a new logo and brand color palette. The goal was to position the diet pill as a beauty product—something as typically (and publicly) used as lip gloss.

APPROACH & OUTCOME

Contemporary graphic design, typography, and primary brand colors in the fashion industry were all evaluated, as was competitors’ positioning, color palettes, and key messages. A refreshed brand positioning, beginning with a new logo, would be crafted from this research.

A new logo was designed, an assertively sophisticated color palette was selected, and TrimSpa in text form was updated to read TRIMSPA to reflect the brand identity in body copy more closely.

With this rebranding and repositioning came the need for updated brand standards, which were crafted and accounted for brand representation in multiple scenarios, including: print advertising, web, television, product packaging, apparel, and motorsports.

A keystone element that represented the pivot from direct marketing to a retail brand, the logo was the start of assertive marketing tactics that, together, contributed to revenue performance achieved from 2002-2004—increasing annual sales revenue 168% to $43M during my time there.

MY ROLE

Graphic Design

KNOWLEDGE, SKILLS & TOOLS

• Strategy: Brand Development | Brand Identity Design | Brand Standards
• Creative & Production: Color Theory | Corporate Stationery Design | Graphic Design | Typography
• Tools: Adobe Illustrator | Adobe Photoshop