Disrupting the Active Nutrition Category with Don't Quit!
Brand Identity Evolution, Product Launch, Omni-Channel MarketingDon't Quit! partnered with our agency to unify its brand identity, launch its new 12oz single-serve 'MAX' product in the Southern California test market, and deeply connect with a multi-generational audience. Through a cohesive logo evolution, the creation of a purpose-driven apparel line, and highly targeted digital and retail activations, we successfully positioned Don't Quit! to stand out against legacy competitors.
CHALLENGE
The active nutrition market is fiercely competitive and heavily dominated by legacy brands known as 'The Big 4.' To aggressively scale, Don't Quit! needed to expand its reach from grocery aisles into single-serve, cold availability channels such as convenience stores and pharmacies. Visually, the brand was struggling with a broad array of logo variations that lacked the cohesive, modern appeal required to resonate across digital platforms and merchandise.
RESULTS
The strategic overhaul successfully positioned Don't Quit! MAX as a disruptive, clean-label alternative in the fast-growing protein segment, differentiating the brand by eliminating artificial sweeteners, soy, and wheat. Our financial modeling and execution of the pricing strategy secured a projected 37% gross margin per physical case for the brand. Furthermore, the brand leveraged the apparel collections and their ties to cause-based marketing to generate earned media, driving awareness efficiently and building deep cultural salience with target consumers.
Don't Quit! Nutrition — Led by fitness icon 'Body by Jake' Jake Steinfeld, Don't Quit! is a purpose-driven lifestyle brand providing active consumers with clean-label, complete nutrition shakes packed with 33 grams of protein and 26 essential vitamins and minerals
APPROACH
PACKAGING DESIGN
To effectively disrupt a retail cooler space heavily dominated by legacy brands, we engineered a packaging and design strategy rooted in bold, functional simplicity. Recognizing that the brand's previous visual identity suffered from a redundancy of logo variations that struggled to translate across digital formats and apparel, we spearheaded a comprehensive design evolution. By fusing their strong typographical wordmark with their signature "circle compass," we forged a modernized, standalone identifier built for maximum impact and brand recognition.
For the physical product, we conceptualized the packaging for a new 12oz single-serve bottle strategically optimized for immediate consumption in "grab-and-go" convenience store channels. To ensure the product commanded attention on crowded shelves next to heavyweights like Muscle Milk and Core Power, we intentionally minimized visual clutter and extraneous callouts on the label. This streamlined, premium design instantly directed the consumer's eye to the most critical decision-making factors: the unified brand mark, the flavor profile, and the unmatched nutritional punch of 33 grams of protein, 26 vitamins and minerals, and just 1 gram of sugar. Ultimately, this visual overhaul not only elevated Don't Quit's retail presence but also established a highly versatile design system that translated seamlessly from the physical bottle to digital media and purposeful merchandise.
APPROACH
DESIGN & PROMOTION
To ensure Don't Quit! resonated seamlessly across physical packaging, digital platforms, and merchandise, we initiated a comprehensive design evolution. We solved the brand's existing visual redundancies by fusing their strong typographical wordmark with their signature "circle compass," resulting in a bold, unified logo system built for long-term brand equity. This modernized, standalone identifier became the aesthetic anchor for our conceptualization of the "Purpose Driven Apparel" line. This apparel served as a strategic platform to physically manifest the brand’s “Fuel the Fight in You” ethos, specifically designed with a modern "cool factor" to attract younger, cause-conscious Millennial and Gen Z demographics while maintaining crossover appeal.
With a robust visual identity established, we deployed a "wide-mouth" top-of-funnel marketing strategy to build deep emotional connections and cultural salience. Recognizing the power of occasion-based marketing, we leaned into 80s nostalgia, positioning founder Jake Steinfeld as the ultimate symbol of health and wellness through highly engaging "Motivation Monday" and "Throwback Thursday" social media campaigns. To authentically capture the activist consumer base, we integrated cause-based marketing initiatives into our strategy. For example, we aligned the brand with breast cancer awareness by launching limited-edition pink apparel, donating profits to the Susan G. Komen foundation. This not only supported a vital cause but allowed Don't Quit! to draft off the non-profit's PR reach, generating earned media and driving new users to the brand's ecosystem.
To convert this top-of-funnel awareness into immediate retail action, we engineered a highly targeted promotional and consumer activation strategy. At the retail level, we implemented a dynamic trade pricing architecture—utilizing strategic promotional drops to $3.49 and $2.99 from an everyday value of $3.99—to aggressively drive product trial in convenience stores. To maintain engagement and frequency during these promotional periods, we launched consumer-driven User-Generated Content (UGC) campaigns, including the "Fuel the Fight in You!" photo contest and a 21-day "New Year/New You!" fitness challenge. By placing QR code portals directly on retail cooler clings, we successfully bridged the physical-to-digital gap, requiring data entry to compete. We then leveraged this newly captured first-party data using email, SMS, and geo-targeted display ads to retarget shoppers, nurturing brand love and ultimately increasing their lifetime value within the "Don’t Quit! family".
APPROACH
CLOTHING
To physically manifest the brand's ethos and connect with younger, cause-conscious demographics, we conceptualized and designed a 'Purpose Driven Apparel' line. We crafted modern, culturally relevant clothing with the new brand logos, designed to appeal to Millennials and Gen Z. This apparel served as a strategic marketing platform to unite the 'Don't Quit! Family,' featuring limited edition drops tied to tentpole charitable moments — such as releasing a limited edition pink shirt to highlight the brand's support of breast cancer research.